یک چارچوب برای شناسایی عوامل موثر بر عملکرد بازار B2B شخص ثالث: دیدگاه فروشنده A framework to identify factors affecting the performance of third-party B2B e-marketplaces: A seller’s perspective

Introduction The Internet has significantly changed the manner in which businesses and markets operate throughout the world. Many business-to-business (B2B) models are shifting from legacy systems, which involve the exchange of electronic business documents between application systems (EDI), to open and ubiquitous online platforms that allow buyers and sellers from anywhere in the world to trade on the Web with ease. Today, emarketplace business models play a crucial role in global business (Alt and Zimmermann 2016; Wang and Cavusoglu 2015). B2B e-marketplaces are Internet-based inter-organizational trading platforms that aggregate buyers and sellers; facilitate the exchange of information, products, and services; and support transactions between organizations. They serve as intermediaries in B2B e-commerce, the largest form of e-commerce. They create economic value for buyers, sellers/suppliers, industries, and the economy as a whole (Laudon and Traver 2015). Despite the proliferation of B2B e-marketplaces and their benefits, many e-marketplaces have failed in recent years. One of the major reasons contributing to such failures is the poor performance of B2B e-marketplaces (Wang et al. 2012). On the academic side, e-marketplaces have become an increasingly important field of research since the tremendous rise in the number of e-marketplaces such as Alibaba and Amazon (Alt and Zimmermann 2014). Alt and Klein (2011) and Standing et al. (2010) highlighted the importance of the study of emarketplaces from a practical perspective. However, a coherent theory of B2B e-marketplace performance does not exist, and little attention has been given to investigating the performance of such e-marketplaces. Previous studies called for more empirical research on B2B e-marketplace performance (Matook 2013; Wang et al. 2012). In the literature on B2B e-marketplaces, considerable attention has been paid to determinants for adopting and using them (Loukis et al. 2011; Hadaya 2008; Saprikis and Vlachopoulou 2012). Many studies have focused on critical success factors based primarily on case studies (Johnson 2013; Balocco et al. 2010; Rosenzweig et al. 2011). Several models for assessing the success of B2B e-marketplaces have been developed according to syntheses attained in the literature without empirical verification (Beige and Abdi 2015; Deng and Molla 2008). The findings in these studies have not yet been verified or generalized. Most prevalent studies have focused on buyers (Kim and Ahn 2007; Rao et al. 2007) and market makers—the institutions that operate e-marketplaces (Matook 2013; Wang et al. 2012)—whereas the supply side of B2B e-marketplaces has been largely ignored, despite the crucial role of sellers in the success of e-marketplaces (Janita and Miranda 2013a; Wang and Cavusoglu 2015).