Unlocking B2B Purchase Engagement: Investigating Its Drivers and Consequences in App-Based Service Subscriptions for MSMEs
Faisal Arief,
Imam Salehudin
Abstract:Objective: This study aims to highlight the role of purchase engagement in the business-to-business (B2B) context, which is mainly under-explored due to the intricacy and diverseness of stakeholders embroiled in B2B purchasing decisions. This paper fills the gap by studying purchase engagement in the Micro, Small, and Medium Enterprises (MSMEs) B2B setting, particularly for app-based service subscriptions.
Design/Methods/Approach: The study recruited responses from 215 MSME owners and managers, current custome… Show more
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