Factors Driving Business-To-Business Catalogue Order Satisfaction and Trust
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چکیده
The literature on catalogue buying is heavily skewed to the business to consumer (B2C) area and increasingly is orientated to the multi-channel world of shopping choice, including online, catalogue and store options. Previous studies have highlighted the role of functional variables, such as price and product range, as major determinants of buyer catalogue decisions. Non-functional variables, such as trust and reputation have received less attention, but will be featured in the current B2B study. Further previous studies have primarily been single equation explanations of catalogue decisions, whereas the current study takes a hierarchical or systems approach to decision making. A four-equation analytical path model has been designed and a large sample (n=1809) of business customers used to test the model. Multiple regression is the main form of analysis. It is suggested that one should interpret the results as a whole, rather than in simply trying to identify one or two specific determinants. Notwithstanding, price and catalogue layout were seen to play a particularly important role in explaining buyer behaviour.
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