The Relationship between Buyer and a B2b E-Marketplace: Cooperation Determinants in an Electronic Market Context

Abstract

In this article, the authors argue that cooperation may be achieved by adding technology dimensions to the core product.

Given the growing importance of real time information exchange and interactivity, a better understanding of the use of technology to the establishment and development of the buyer-supplier cooperative relationships is essential for knowledge advancement. Using a sample of nearly 400 SME's purchasing managers, this paper reveals that in an electronic market context, cooperation is positively affected by termination costs, supplier policies and practices, communication and information exchange, and negatively affected by product prices and opportunistic behavior. Moreover, both relationship commitment and trust play a major role in mediating the relationships between these five determinants and cooperation.

Keywords: relationship marketing, trust, cooperation, electronic markets, e-commerce