Inhaltszusammenfassung

Purpose: The authors focused on the one-way, impersonal communication from a supplier to its potential customers via the reference pages on firm websites. To date, actual reference descriptions from supplier websites have only been examined by Jalkala and Salminen (2009). Extending Jalkala and Salminen's research approach, the authors additionally concentrated on the intended effects on potential customers by interviewing firm representatives. Approach: The study drew on qualitative resea... Purpose: The authors focused on the one-way, impersonal communication from a supplier to its potential customers via the reference pages on firm websites. To date, actual reference descriptions from supplier websites have only been examined by Jalkala and Salminen (2009). Extending Jalkala and Salminen's research approach, the authors additionally concentrated on the intended effects on potential customers by interviewing firm representatives. Approach: The study drew on qualitative research and had several goals. First, the authors explained the relevance of references to suppliers and (potential) customers by referring to transaction cost theory and correspondent inference theory. Second, based on empirical data from German mechanical engineering firms, they extracted different modes of presentation and the content schemes embedded therein by performing a content analysis. In addition, semistructured interviews with firm representatives were conducted to gain insights into the assumed effects of references. Third, based on the collected data, they established research propositions that incorporate prominent features of the reference descriptions and the assumed effects on customers. Findings: Suppliers mostly presented themselves as having high technological expertise. Product-related services appeared to be primarily stated as additional benefits that are linked to technological selling arguments. Findings suggest a positive impact of references on perceived supplier's competencies, when positive relationships with customers, a high number of references, industry-specific reference descriptions, or international references are presented on the firm's website. Same counts for the presence of large and prestigious customers on reference lists as well as for the presentation of more products from the downstream stages and the emphasis on customer benefits. Finally, the authors contrasted the results of the study with those of other recent studies and examined the implications for future research. The managerial implications of this research were discussed with respect to the design of references on the Internet and to reference behavior in general.» weiterlesen» einklappen

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Klassifikation

DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Wirtschaft