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Determinants of marketer satisfaction with the choice of electronic marketplace type.

机译：营销人员对电子市场类型选择的满意度的决定因素。

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摘要

The application of Internet technologies for business transactions has given rise to a boom in electronic markets. Electronic marketplaces (EMs) are increasingly important to the organization for procurement and sales. As EMs become more pervasive, adoption or non-adoption becomes a less critical decision for the firm (Truman 2000) than the decision of which type of market structure to adopt.;This thesis, however, also posits that while TCT models based on fit with product/market characteristics offer explanatory value regarding marketers' judgments of an electronic marketplace choice performance, these characteristics are not explicit considerations in forming performance expectations a priori. The author suggests instead that formal and informal management expectations are most strongly driven by management perceptions of fit with the broad internal and external environments of the firm, as per Clark (2000) in the general marketing literature and Wang, Archer and Zheng (2005) and Christainaase and Markus (2003) in the EM literature.;Firstly, Confirmatory Factor Analysis demonstrated performance evaluation of Electronic Marketplace choice appears to be multi-dimensional in nature, revealing additional dimensions beyond those suggested by Clark (2000). Secondly, structural equation modeling showed that company size, prior experience and fit of product/market characteristics were found to directly impact marketers perceptions of performance of a given choice of electronic marketplace, although they did not influence a priori considerations in forming expectations. Thirdly, numerous constructs designed to capture both external and internal phenomena were shown to influence effectiveness judgments, which drive performance judgments. Effectiveness judgments are posited to form the basis of goal and expectation setting. Finally, the strength between performance judgments and satisfaction judgments is positively related to depth and specificity of performance expectations.;Transaction cost theory (TCT) has contributed to understanding of this problem via prescriptive models (Malone et al, 1987; Bakos, 1991 and Mahadevan, 2003) that suggest which types of electronic marketplaces that are optimal based on product/market characteristics. Recent literature has suggested that company size (Hadaya, 2004), prior experience (Hadaya, 2004; Corbitt, 2003), and role (buyer or seller) (Rask and Kragh, 2004; Wang, Archer and Zheng, 2005) all impact marketer's perceptions of performance for electronic marketplaces.
机译：互联网技术在商业交易中的应用引起了电子市场的繁荣。电子市场（EM）对组织的采购和销售越来越重要。随着新兴市场经济的普遍普及，采用或不采用对公司而言比决定采用哪种市场结构类型的决定更为不重要（Truman 2000）;然而，本论文还提出，基于适合度的TCT模型产品/市场特性为营销商对电子市场选择绩效的判断提供了解释性的价值，这些特性并不是在事先制定绩效预期时的明确考虑。作者建议，正式和非正式的管理期望主要是由管理层对与公司广泛的内部和外部环境相适应的看法驱动的，根据一般营销文献中的Clark（2000）和Wang，Archer和Zheng（2005）以及EM文献中的Christainaase和Markus（2003）。首先，验证性因素分析表明，电子市场选择的绩效评估本质上是多维的，揭示了Clark（2000）建议的维度之外的其他维度。其次，结构方程模型表明，发现公司规模，先前经验和产品/市场特征的契合度会直接影响营销人员对给定电子市场选择的绩效的看法，尽管它们不会影响形成预期的先验考虑。第三，许多旨在捕捉外部和内部现象的结构被证明会影响有效性判断，从而影响绩效判断。有效性判断是形成目标和期望设定的基础。最后，绩效判断和满意度判断之间的强度与绩效期望的深度和特殊性成正相关。交易成本理论（TCT）通过说明性模型促进了对这一问题的理解（Malone等，1987； Bakos，1991和Mahadevan （2003年），根据产品/市场特征，建议哪种类型的电子市场最佳。最近的文献表明，公司规模（Hadaya，2004年），先前的经验（Hadaya，2004年； Corbitt，2003年）和角色（买方或卖方）（Rask和Kragh，2004年； Wang，Archer和Zheng，2005年）都会影响营销商的对电子市场性能的看法。

著录项

  • 作者

    Knight, Peter C.;

  • 作者单位

    Carleton University (Canada).;

  • 授予单位 Carleton University (Canada).;
  • 学科 Business Administration Marketing.;Economics Commerce-Business.;Business Administration Management.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 227 p.
  • 总页数 227
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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