Talk
Online Business-to-Business Communication and Online Relationship: The Mediator Role of Trust
João Guerreiro (Guerreiro, J.); Catarina Marques (Marques, C.); Ana Filipa Vilas Boas (Vilas Boas, A.F.);
Event Title
48th EMAC Annual Conference May 28 – 31, 2019
Year (definitive publication)
2019
Language
English
Country
Germany
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Abstract
The main purpose of this study is to examine the influence of online personalised content and interactive content communication on online relationship through trust as an affective mediator in a Business-to-Business (B2B) context. A quantitative research approach was conducted using structural equation modelling and a sample of B2B reseller market of information technology in Portugal. Results indicate that online communication influences positively online relationship through trust. Interactive content has a strong influence on trust, whereas the personalised content revealed a weak relationship with trust and, indirectly, with online relationship. Trust has an important role in the relationship as it is a full mediator. In addition, the interactive content is more influential than the personalised content in building and maintaining online relationships in the B2B reseller market.
Acknowledgements
Funded by Fundação para a Ciência e Tecnologia (Grant UID/GES/00315/2013)
Keywords
B2B,Personalised content,Interactive content,Online relationship,Trust