Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: Review and Future Directions

In this commentary we reaffirm the position taken by LaPlaca and Katrichis (2009 LaPlaca, P. J. and Katrichis, J. M. 2009. Relative presence of business-to-business research in the marketing literature. Journal of Business-to-Business Marketing, 16(1–2) [Google Scholar]) that there is an underrepresentation of business marketing research in the marketing literature. Our comments highlight the sector size of business marketing in the economy, document the degree of difference on the inherent nature of business versus consumer marketing, compare the relative representation of business versus consumer emphasis in the marketing literature with other subfields, and close by suggesting means for enhancing business marketing research.     

Consumer Technology Readiness and E-Service Quality in E-Tailing: What is the Impact on Predicting Online Purchasing?

Total online retail spending in China reached $427 billion in 2014 and is expected to surpass $1 trillion in 2018 (Chu and Wong 2015 Chu, K., and G. Wong. 2015. China tries to clean up e-commerce. The Wall Street Journal. http://www.wsj.com/articles/china-tries-to-clean-up-e-commerce-1427894413 [Google Scholar]). In addition, the number of online stores in China has been rapidly increasing. The present study proposes a model based on the theoretical frameworks of technology readiness (Parasuraman et al. 2005 Parasuraman, A., V. A. Zeithaml, and A. Malhotra. 2005. A multiple-item scale for assessing electronic service quality. Journal of Service Research 7 (3):213–33.[Crossref], [Web of Science ®] , [Google Scholar]) and e-service quality (Parasuraman and Malhotra 2005 Parasuraman, A., V. A. Zeithaml, and A. Malhotra. 2005. A multiple-item scale for assessing electronic service quality. Journal of Service Research 7 (3):213–33.[Crossref], [Web of Science ®] , [Google Scholar]), and tested the model on consumers from China. The results indicate that consumer technology readiness positively influences the perceived efficiency, system availability, fulfillment, and privacy dimensions of e-service quality as it relates to the online retailing environment in China. Moreover, the influence of technology readiness on the intention to purchase online in the future is both direct and mediated by the dimensions of perceived e-service quality. Implications and future research suggestions are also discussed.