The impact of buyer perceptions and situational factors on internet usage
by Thomas Tellefsen, Alan Zimmerman
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 1, No. 3, 2004

Abstract: The internet is rapidly gaining prominence in business-to-business marketing. As a result, there is a strong need to understand the role that it plays in inter-firm relationships. This paper addresses this issue by examining internet usage from the perspective of industrial buyers. We draw upon conceptual material, as well as a survey of 100 industrial buyers, to examine factors that may affect a buyer's likelihood of using the internet. The findings suggest that an industrial buyer's likelihood of using the internet is affected by the buyer's perceptions of value and trust, as well as situational factors such as product type, decision stage, and the buyer's overall internet experience. These findings have implications for how industrial marketers design their websites and integrate their internet strategies with their more traditional marketing programmes.

Online publication date: Mon, 23-Aug-2004

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