The effects of technology-mediated communication on industrial buyer behavior |
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Authors: | Jason B. MacDonald [Author Vitae] |
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Affiliation: | Department of Marketing and Finance, College of Business and Economics, Boise State University, 1910 University Drive, Boise, ID 83725, USA |
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Abstract: | Sellers are embracing technology-mediated sales communication tools such as videoconferencing systems, cellular phones, web sites, and electronic data interchange (EDI) systems in an attempt to control selling costs while maintaining the personal touch. What is unclear at this point, however, is if investment in communication technology actually pays dividends for industrial suppliers. This research explores the topic by examining the effects of buyer satisfaction with the adoption of technology-mediated communication (STMC) on channel partner relationships. STMC is found to have significant, positive, direct effects on future intentions (FI). Furthermore, these effects are found to be partially mediated by trust and commitment. |
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Keywords: | Industrial buyer behavior Technology Communication Trust Commitment Satisfaction Purchase intentions |
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