Buyer Behavior Models: GSRT-PYTHAGORAS
Developing Buyer Behavior Models in the Context of Electronic Services and Collaborative Platforms
TThis research aims at developing and empirically validating alternative models of buyer decision making in the context of electronic services and collaborative platforms. It involves two methodologically interrelated sub-projects:
1. Modeling the antecedent, mediating and consequent role of prominent service evaluation constructs, like perceived service quality, value, and satisfaction in the context of consumer electronic services.
2. Modeling the antecedent, mediating and consequent role of relationship management constructs, like trust and commitment in the context of Business to Business electronic collaborative practices.
The analytic methodology that will be employed in this modeling effort is structural equation modeling with latent variables, that is covariance based structural equation models.