Effects of the Interactive Experience in the B2B E-Commerce Setting.
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| Title: | Effects of the Interactive Experience in the B2B E-Commerce Setting. |
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| Authors: | Ahn, Jiseon (AUTHOR) |
| Source: | International Journal of Human-Computer Interaction. Oct2025, Vol. 41 Issue 19, p12380-12389. 10p. |
| Subjects: | Business to business electronic commerce, Consumer behavior, Demographic characteristics, User experience, Structural equation modeling, Stimulus & response (Psychology), Internet surveys, Customer relations |
| Abstract: | Online shopping has recently increased with the development of technology in both business-to-customer (B2C) and business-to-business (B2B) contexts. Using engagement theory and the stimulus-organism-response (SOR) framework, a structural model was designed in this study to examine the consequences of customer interaction experiences with B2B service providers. To test the proposed model, data were collected from 345 B2B customers in the United States via an online survey. Analysis was conducted using partial least squares structural equation modeling (PLS-SEM). A strong relationship was shown between the interactive stimulus (e.g., customer interactions with other customers and companies), organism elements (e.g., cognitive, affective, and conative engagement), and behavioral responses (e.g., ongoing search and repurchase intentions of customers). The results demonstrated differences in B2B customer behaviors across various demographic characteristics, such as gender and age. Studies that examine customer online purchasing behavior in B2B settings are currently lacking. [ABSTRACT FROM AUTHOR] |
| Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
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| Abstract: | Online shopping has recently increased with the development of technology in both business-to-customer (B2C) and business-to-business (B2B) contexts. Using engagement theory and the stimulus-organism-response (SOR) framework, a structural model was designed in this study to examine the consequences of customer interaction experiences with B2B service providers. To test the proposed model, data were collected from 345 B2B customers in the United States via an online survey. Analysis was conducted using partial least squares structural equation modeling (PLS-SEM). A strong relationship was shown between the interactive stimulus (e.g., customer interactions with other customers and companies), organism elements (e.g., cognitive, affective, and conative engagement), and behavioral responses (e.g., ongoing search and repurchase intentions of customers). The results demonstrated differences in B2B customer behaviors across various demographic characteristics, such as gender and age. Studies that examine customer online purchasing behavior in B2B settings are currently lacking. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 10447318 |
| DOI: | 10.1080/10447318.2025.2462081 |
