{"product_id":"b2b-electronic-marketplace-usage-from-the-buyer-perspective-von-dothang-truong","title":"B2B Electronic Marketplace Usage from the Buyer Perspective","description":"\u003cp\u003eElectronic 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  benefits and perceived risks of EMs, purchasing  situation, and e-business readiness. A large-scale  survey was conducted in USA and yielded 359  responses from purchasing managers. The research  findings indicated that there is a positive  relationship between expected benefits and extent of  EM usage, there is a negative relationship between  perceived risks and extent of EM usage, and there is  a positive relationship between purchasing situation  and extent of EM usage. Important theoretical as  well as practical implications of this research are  also discussed.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838318233\"\u003e\u003ch3\u003eAn empirical study that explores major factors that affect B2B electronic marketplace usage: benefits, risks, purchasing situation, and readiness\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838318233","offer_id":39497143091293,"sku":"9783838318233","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/24d99567-9d41-4c14-8bd6-d0ad1e3b38ea.jpg?v=1775623629","url":"https:\/\/shop.autorenwelt.de\/en\/products\/b2b-electronic-marketplace-usage-from-the-buyer-perspective-von-dothang-truong","provider":"Autorenwelt Shop","version":"1.0","type":"link"}