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A STUDY OF BUSINESS-TO-BUSINESS ELECTRONIC MARKETPLACE USAGE FROM THE BUYER PERSPECTIVE

by Truong, Dothang

Abstract (Summary)
Business-to-Business (B2B) Electronic Marketplaces (EMs) have emerged in different 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 for purchasing. This research represents one of the first large-scale empirical efforts to explore the EM usage from the buyer perspective. Based upon a comprehensive literature review, a research model was developed proposing four primary factors that have significant impacts on extent of EM usage: expected benefits of EMs, perceived risks of EMs, purchasing situations, and e-business readiness. Valid and reliable measures of the constructs were developed and the instrument development process involved structured interviews, a pilot study, and a large-scale survey. The large-scale survey yielded 359 responses from purchasing professionals. Rigorous statistical methods were used to assess and validate the constructs. The methods used were: confirmatory factor analysis and reliability analysis. The research findings supported the hypotheses that there is a positive relationship between expected benefits and extent of EM usage, a negative relationship between perceived risks and extent of EM usage, and a positive relationship between purchasing situations and extent of EM usage. In addition, the findings also supported the moderating effect of e-business readiness. This research has some important implications for practitioners. This research provided companies a clear understanding about the expected benefits and perceived risks of EMs, the role of purchasing situations, and the moderating effect of e-business readiness. Moreover, the planned comparison enables the buyers to choose an appropriate type of EMs to participate in based upon their own expectations, risk perception, and purchasing situations.
Bibliographical Information:

Advisor:

School:University of Toledo

School Location:USA - Ohio

Source Type:Master's Thesis

Keywords:e marketplace usage buyer perspective expected benefits perceived risks purchasing situations business readiness

ISBN:

Date of Publication:01/01/2004

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