Universität zu Köln

Truong, May, Gupta, Alok ORCID: 0000-0002-2097-1643, Ketter, Wolfgang and van Heck, Eric . Buyers' Strategic Behavior in B2B Multichannel Auction Markets: When an Online Posted Price Channel Is Incorporated into a Dutch Auction System. Inf. Syst. Res.. CATONSVILLE: INFORMS. ISSN 1526-5536

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Abstract

Firms are increasingly adopting different sales channels to reach new potential buyers. Yet, extant research has mainly focused on business-to-customer (B2C) online and offline posted price channels. Business-to-business (B2B) multichannel and, especially, systems with multiple pricing mechanisms are largely underexplored. This paper investigates the strategic behaviors of B2B buyers in a unique system where an online posted price channel is incorporated into a Dutch auction market sequentially. We follow buyers' purchasing paths and examine conditions under which B2B auction buyers will use the online posted price channel. We incorporate learning and experience and demonstrate how buyers' behaviors evolve. We investigate an emerging group of buyers who use different price mechanisms and their surplus extraction activities. We further explore how the market flow changes when posted prices are incorporated. Our results, using an extensive data set from the world's largest flower market, highlight the importance of quantity demand, product diversity, and experience in explaining the choice of the new posted price channel. We find a significantly higher average loss of surplus at the product level for multichannel buyers than for single channel buyers and a reduction in the number of small orders in the auction channel. Subsequently, theoretical and managerial implications for B2B multichannel markets and market design are discussed.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Truong, May UNSPECIFIED UNSPECIFIED UNSPECIFIED Gupta, Alok UNSPECIFIED orcid.org/0000-0002-2097-1643 UNSPECIFIED Ketter, Wolfgang UNSPECIFIED UNSPECIFIED UNSPECIFIED van Heck, Eric UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-682284
DOI:	10.1287/isre.2022.1180
Journal or Publication Title:	Inf. Syst. Res.
Publisher:	INFORMS
Place of Publication:	CATONSVILLE
ISSN:	1526-5536
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WILLINGNESS-TO-PAY; BIDDER HETEROGENEITY; IT-NOW; INFORMATION; DYNAMICS; BUSINESS; OUTCOMES; DESIGN Multiple languages Information Science & Library Science; Management Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/68228