This study conducted exploratory research to determine factors affecting the performance of third-party B2B e-marketplaces from a seller’s perspective. Building on the relevant literature, ten factors were proposed and mapped into the domain-specific model for e-marketplaces. The performance of e-marketplaces was measured in terms of customer loyalty and trading volume. The proposed model was tested on data from 200 selling companies in Thailand participating in various third-party B2B e-marketplaces. The exploratory factor analysis generated seven factors. Partial least squares structural equation modeling was employed to test the research model. There were three major findings. First, the reputation of e-marketplace and trust in market makers, as well as transaction cost reduction and website usability, had significant effects on customer loyalty. Second, website reliability had a positive impact on trading volume. Finally, the relative advantage and number of buyers had significant effects on both customer loyalty and trading volume. These findings reveal factors previously unreported in the literature on e-marketplaces, and they can be used by practitioners to improve performance.
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Thitimajshima, W., Esichaikul, V. & Krairit, D. A framework to identify factors affecting the performance of third-party B2B e-marketplaces: A seller’s perspective. Electron Markets 28, 129–147 (2018). https://doi.org/10.1007/s12525-017-0256-3
- B2B e-marketplaces
- Electronic marketplace
- B2B e-commerce