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An empirical study of B2B migration from traditional stores to the Internet

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While online B2B purchasing is growing rapidly, little is known about why some firms continue to make most of their purchases in a traditional store while others have migrated most of their purchases to the Internet. In this study, we focus on the printing/imaging category and assess four major retailing constructs: Convenience, Purchase Assistance, Pricing and Order Completion. We find that respondents rate their online experiences superior to their in-store (bricks-and-mortar) experiences in the areas of convenience, purchase assistance and pricing. In contrast, in-store (bricks-and-mortar) experiences beat online experiences with regards to order completion. Segmenting the respondents by the percentage of spending made in-store (bricks-and-mortar) versus online, we find there are significant differences in the perceived relative advantages of these two purchasing options.


Document Type: Research Article


Publication date: 2007-03-01

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