Analyzing the Relationship Between B2B E-Marketplace Adoption and E-Business Performance Using NK Simulation Method

摘要

Business-To-Business electronic marketplace (B2B e-Marketplace), an electronic platform for buyers and sellers, provides a new dimension in facilitating the marketers to work more effectively when making critical marketing decisions. However, small to medium sized enterprises (SMEs) who are keen to compete in the electronic environment remain concerned as how their businesses can benefit from B2B e-Marketplace. We therefore developed a conceptual framework in which multiple facet of e-Marketing services derived from B2B e-Marketplace are linked to e-Business performance. We will use an adjusted NK simulation to test how Demographic Characteristics, Perceived Risk and Online Data Security influence the relationships between B2B e-Marketplace adoption and e-Business performance. The proposed framework will provide a guideline for academics and practitioners and highlights the significant role of each factor in developing and sustaining effective B2B e-Commerce practice for SMEs. Furthermore, SME managers also can derive a better understanding and measurement of marketing activities that appropriately balance between traditional and B2B e-Commerce practice. At the same time, the developed framework can be integrated into the companies to determine the level of e-Business performance in the B2B marketplace.