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Morten Rask

Motives for e-marketplace participation: differences and similarities between buyers and suppliers

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  • Department of Management
The motivation of suppliers as well as buyers for e-marketplace participation is closely linked to the perceived outcome of participation, not only in terms of the benefits of joining an e-marketplace, but also in terms of the possible consequences of not joining. The key issue, therefore, is why organizations decide to buy and/or sell goods or services in e-marketplaces. We develop a theoretical framework for the categorization of motivational factors, resulting in four different types of motives. We then apply the framework to a dataset consisting of 41 case studies covering 20 industries in 12 countries. We conclude that buyers and suppliers have different motives for engaging in e-marketplace activities. Although e-marketplaces are a way of increasing the efficiency of supply chain activities, this is not necessarily done with the sole aim of exploiting suppliers: buyers also use e-marketplaces to find new or alternative suppliers. Similarly, even though demands from existing customers have spurred their initial decision to participate in e-marketplaces, many suppliers also use the marketplaces to search for new customers. When expressing their motives for engaging in e-marketplace activities, buyers tend to emphasize proactive and planning-oriented features, whereas suppliers are driven by external forces.
Translated title of the contributionMotives for e-marketplace participation: differences and similarities between buyers and suppliers
Original languageEnglish
JournalElectronic Markets
Pages (from-to)270-283
Number of pages14
Publication statusPublished - 2004

    Research areas

  • e-business, e-marketplace, nature of decision-making, motives, case study

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