Title: Determinants of long-term orientation in seller e-retailer relationship: a seller perspective in the Indian e-commerce

Authors: Swati Bhatnagar; Rajan Yadav

Addresses: Amity Business School, Amity University, Sector 125, Noida (U.P), 201313, India ' Delhi School of Management, Delhi Technological University, Shahbad Daulatpur, Main Bawana Road, Delhi, 110042, India

Abstract: The purpose of this paper is to identify the antecedents of long-term orientation and its impact on the satisfaction of online sellers in the Indian e-commerce industry. A conceptual framework is proposed to empirically examine the effect of dependence, trust, role performance, collaboration and policies on the long-term orientation of the online sellers with the e-retailer. A survey of 250 active online sellers was conducted. It is validated through structural equation modelling. The results suggest that the framework proposed had a good fit. The study establishes that dependence, collaboration, working policies and satisfaction are related to the long-term orientation of online sellers. To the best of authors' knowledge this study is the first of its kind in contributing to the understanding of e-retailers-seller relationship in the Indian e-commerce industry.

Keywords: distribution channel; channel relationship; dependence; reintermediation; channel structure; e-retailer; seller; long-term orientation; LTO; satisfaction; e-commerce.

DOI: 10.1504/IJBG.2024.135995

International Journal of Business and Globalisation, 2024 Vol.36 No.1, pp.4 - 26

Received: 14 Jan 2019
Accepted: 02 Jun 2019
Published online: 12 Jan 2024 *

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