Business-to-business electronic marketplaces: membership and use drivers
This investigation uses a variety of qualitative techniques to solicit information from nearly fifty executives representing four B2B e-marketplaces with contrasting membership and use levels. Within each e-marketplace, the study solicited information from high and low use organizations, buying and selling organizations, and a nonparticipant organization. The interview data was analyzed using line-by-line analysis from grounded theory. The analysis involved assimilating the unique stories of each manager into drivers that affect e-marketplace membership or use. These drivers were then compared to membership levels and/or use levels.
The analysis resulted in three research models. Each research model is a data-driven representation of factors driving B2B e-marketplace membership, B2B e-marketplace use, and a particular organization's B2B e-marketplace use. Each model contains several unique drivers and offers a comprehensive picture of what is happening in e-marketplaces.
These findings enhance management's understanding of e-marketplaces, their role in business, their challenges, and ways of overcoming these challenges in order to reap the benefits of e-marketplace participation. This study brings one of the first grounded theory investigations of B2B e-marketplace membership and use to the limited academic research in this area. This research offers insights to a number of theories, including transaction cost economics, institutional theory, resource dependency theory, and public goods theory.
Advisor:Choobineh, Joobin; Robinson, E. Powell, Jr.; Henderson, M. Kathryn; Poole, Marshall Scott; Richmond, William B.
School:Texas A&M University
School Location:USA - Texas
Source Type:Master's Thesis
Keywords:information technology electronic commerce marketplace success adoption use
Date of Publication:12/01/2003