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B2B Electronic Marketplace Usage from the Buyer Perspective

B2B Electronic Marketplace Usage from the Buyer Perspective

31993600
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Описание
Electronic Marketplaces (EMs) have emerged in various industries, supporting the exchange of goods and services of different kinds and promising a huge market potential. However, the rapid rise and sharp fall of EMs within a few short years raises the question about EM usage. Although EMs represent a fast growing segment, firms are still reluctant to utilize them. This book represents one of the first large-scale empirical efforts to explore the EM usage from the buyer perspective. The author developed a research model proposing four primary factors that affect the extent of EM usage: expected benefits and perceived risks of EMs, purchasing situation, and e-business readiness. A large-scale survey was conducted in USA and yielded 359 responses from purchasing managers. The research findings indicated that there is a positive relationship between expected benefits and extent of EM usage, there is a negative relationship between perceived risks and extent of EM usage, and there is a positive relationship between purchasing situation and extent of EM usage. Important theoretical as well as practical implications of this research are also discussed.
An empirical study that explores major factors that affect B2B electronic marketplace usage: benefits, risks, purchasing situation, and readiness