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Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers

Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers

Eileen Bridges, Ronald E. Goldsmith, Charles F. Hofacker
Copyright: © 2005 |Pages: 27
ISBN13: 9781591403210|ISBN10: 1591403219|ISBN13 Softcover: 9781591403227|EISBN13: 9781591403234
DOI: 10.4018/978-1-59140-321-0.ch001
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MLA

Bridges, Eileen, et al. "Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers." Advances in Electronic Marketing, edited by Irvine Clarke III and Theresa B. Flaherty, IGI Global, 2005, pp. 1-27. https://doi.org/10.4018/978-1-59140-321-0.ch001

APA

Bridges, E., Goldsmith, R. E., & Hofacker, C. F. (2005). Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers. In I. Clarke III & T. Flaherty (Eds.), Advances in Electronic Marketing (pp. 1-27). IGI Global. https://doi.org/10.4018/978-1-59140-321-0.ch001

Chicago

Bridges, Eileen, Ronald E. Goldsmith, and Charles F. Hofacker. "Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers." In Advances in Electronic Marketing, edited by Irvine Clarke III and Theresa B. Flaherty, 1-27. Hershey, PA: IGI Global, 2005. https://doi.org/10.4018/978-1-59140-321-0.ch001

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Abstract

This chapter addresses similarities and differences in e-commerce needs for customers in business-to-business (B2B) and business-to-consumer (B2C) marketplaces. We discuss how and why customers are attracted to online buying in general and to a supplier in particular for each of these types of markets. We further compare the characteristics of customers who choose to buy online with those who prefer to continue with more traditional means of purchasing, providing some possible reasons for observed differences. The customer’s online experience may influence both satisfaction and buying behavior, so we address the antecedents of the experience, including Web site design and the nature of customer involvement with the site. We note the importance of Web site efficacy (usefulness and ease of use) as well as experiential elements of online shopping in customer satisfaction and retention and make specific recommendations for marketing managers in firms offering a Web presence.

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