Abstract
Purpose – The presented paper aims to characterize the main differences and similarities between B2B as well as the commercial customers buying behaviors. Design/Methodology/Approach – The authors’ approach is based on the literature and research review, concerning the B2B customers buying behaviors. The authors assess buying behavior of professional clients. Findings – Based on the analysis, we can find out that the use of electronic means of cooperation between the companies continues to grow in strength and dynamics. It seems that the distribution model, where the supplier runs his own B2B shop, maintains its position only in case of strong market players. Small and weak players will use the universal marketplaces. We observe growing “self-service with everything”; providers will pass on to buyers and systems, most actions which they can perform by themselves. Practical implications – The outcome of the analysis can teach managers to act on the B2B electronic markets, how to organise the multi-channel sale systems and how these systems can be used by both, commercial and business customers. Original value – The original value of the paper is that we have presented the general analysis of possible future expectations of B2B business customers, as well as those customers buying behaviors which regard to the use of the omnichannel sale. Article type – Research and literature general review.
Highlights
Modern e-commerce sale between businesses (B2B) is changing as fast as trade between individual consumers (B2C)
Original value – The original value of the paper is that we have presented the general analysis of possible future expectations of B2B business customers, as well as those customers buying behaviors which regard to the use of the omnichannel sale
If the online B2B market is estimated as twice the size of the e-commerce in retail sales, it leads to a value of about 8.1 trillion dollars in 2020 (Figure 3)
Summary
Modern e-commerce sale between businesses (B2B) is changing as fast as trade between individual consumers (B2C). The concept of organizational purchasing behavior has been presented by Webster and Wind (1972, with more than 1,000 citations). The irst one covers the external conditions, such as the behavior of suppliers, customers, authorities, organizations, employees and other stakeholders operating in the business environment. Another dimension is associated with the organization, its structure, strategy, resources and technology used. The third dimension of organizational buying behavior relates to activities of shopping center, its tasks and structure as well as skills and competence in the ield of technology and decision-making. Studies on model making of purchase decisions in companies appear in other publications (see Lingqvist et al, 2015) presenting the purchasing process of business
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
