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Determinants of Marketer Satisfaction with the Choice of Electronic Marketplace Type
Abstract
An empirically testable model is suggested which improves understanding of supplier motivations for participating in various types of electronic marketplace structures and also how suppliers evaluate the performance of their electronic marketplace choice. Performance is considered as a multi dimensional construct. The theories of behavioural psychology, relational exchange, strategic networks, political economy, population ecology and transaction cost are synthesized to develop the proposed model.
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