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학술저널

The Influence of Price and Customer Value on Long-term Purchasing of e-Commerce in Industrial Goods Market

In this study, B2B buyers bought according to theory of reasonable behavior(TRA) to select consumer values and price of personal goal of online shopping mall and social commerce and to investigate effects of factors upon long term purchasing as well as mediation and moderation effects of perceived supplier’s trust on website. The study investigated operation of TRA on online trade to find out conditions for optimum B2B e-trade. 235 copies of effective questionnaires who were industrial tool distribution of the B2B buying agent were collected. And we used regression, multiple regression and 3 step regression for verified hypotheses. Managerial or theoretical implications from this study as follows; First, B2B suppliers should give competitive prices to do long term online trade to give reasonable prices that buyers could accept. Second, mutual reaction of the trust was found to be effective between price and long-term purchasing only. As, suppliers who wanted to keep long term business relations by online commerce should have price competitiveness and take active actions against prices changes. Finally, TRA was found to be appropriate at B2B online commerce. So, further studies should be made to investigate behavioral factors of buyers of TRA as well as discovery of attitude factors of subjective norms and behaviors.

Abstract

1. Introduction

2. Theoretical Background

3. Research Model and Hypotheses

4. Methodologies

5. Empirical Analysis

6. Discussion and Limitations

References

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