B2B Electronic Marketplace Usage from the Buyer Perspective
Dothang Truong
Broschiertes Buch

B2B Electronic Marketplace Usage from the Buyer Perspective

An empirical study that explores major factors that affect B2B electronic marketplace usage: benefits, risks, purchasing situation, and readiness

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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...