The Impact of a Company Website and Its Perceived Quality on the Buying Intention in B2B-Settings

Koch, Christian; Hartmann, Michael

doi:10.1007/978-3-031-05728-1_2

Cited by 7 publications

(2 citation statements)

References 20 publications

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“…The collection of survey data took place on the platform SurveyMonkey. The dataset has been used in the study of Koch and Hartmann [33]. The current analysis provides an extension regarding the investigation of differences in the influence of the quality of a website on its impact on buying intention along the customer journey.…”

Section: Methodsmentioning

confidence: 99%

Importance of the perceived quality of touchpoints for customer journey analysis – evidence from the B2B sector

Koch

Hartmann

2022

Electron Commer Res

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We investigate how the perceived quality influences touchpoint performance to provide a more nuanced understanding for analysing customer journeys. To answer the research questions, a survey in a real life online setting was carried out. The setting contained complex service solutions that were offered in a business-to-business context. The quantitative study shows that the perceived quality of a website has an influence on consumers’ buying intention. This correlation increases as the customer journey progresses. The perceived quality influences the website’s impact on visitors’ buying intention with a medium to strong effect size and the influence of a website’s quality on the impact on visitors’ buying intention varies significantly at different customer journey phases. While extant research focusses either on customer experience at touchpoints or touchpoints’ effects on buying behavior, we combine insights from both streams of research to highlight the role of website quality in determining touchpoint performance along the customer journey. Practitioners can use these insights to allocate resources in marketing and sales more efficiently.

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Section: Methodsmentioning

confidence: 99%

Importance of the perceived quality of touchpoints for customer journey analysis – evidence from the B2B sector

Koch

Hartmann

2022

Electron Commer Res

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“…Therefore, to be significantly effective, the producers need to implant the said perception into the consumer's mind. In other words, the consumer must be convinced of the product's quality [49][50][51].…”

Section: Hypotheses Developmentmentioning

confidence: 99%

A Fuzzy-Based Analysis of the Mediating Factors Affecting Sustainable Purchase Intentions of Smartphones: The Case of Two Brands in Two Asian Countries

et al. 2023

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Given their functionality, all smartphone brands are the same. Their similarities notwithstanding, they supply the same product at different prices in the same market. Strangely enough, the consumers do comply and willingly pay such price premiums. This study examines the mediation effect of price premium and brand preference on the causal impact of brand equity on sustainable purchase intention. The novelty of this study is in transforming the initial measures in a 5-point Likert scale into continuous values through a fuzzification and defuzzification process. Brand equity comprises three factors: brand awareness, perceived quality, and prestige value. Standardized questionnaire collected data in two countries (Taiwan and Indonesia) on two brands of smartphones (iPhone and HTC). Overall, 404 questionnaires were distributed in Taiwan, and 434 questionnaires were distributed in Indonesia. The data were analyzed by applying a structural equation model after conducting an exploratory and confirmatory factors analysis. In order to improve the estimations’ accuracy, the initial measures in a 5-point Likert scale were transformed into continuous values through a fuzzification and defuzzification process. The former consisted of assigning triangular fuzzy numbers, and the latter entailed assigning a center of gravity to each triangular fuzzy number and then extracting a random number from a normal distribution function based on the center of gravity. According to the results, price premium and brand preference exhibited significant mediation effects, with price premium having stronger effects than brand preference. Furthermore, the mediation effect was strongest for perceived quality and weakest for perceived prestige value.

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Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation

Shukla,

Schwertlein,

Schneider

2023

Management for Professionals

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The Impact of a Company Website and Its Perceived Quality on the Buying Intention in B2B-Settings

Cited by 7 publications

References 20 publications

Importance of the perceived quality of touchpoints for customer journey analysis – evidence from the B2B sector

Importance of the perceived quality of touchpoints for customer journey analysis – evidence from the B2B sector

A Fuzzy-Based Analysis of the Mediating Factors Affecting Sustainable Purchase Intentions of Smartphones: The Case of Two Brands in Two Asian Countries

Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation

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