The Effect of e-WOM Trust, e-Convenience on B2B Relationship Performance: Moderating Effect of B2B Brand Image

Purpose: Recently, importance of online activities and online service support systems has been growing in the B2B market. Although personal competence is still important in the B2B market, there is a growing tendency to recognize that e-WOM information management, online support systems, and activities that increase online convenience for customers are important factors in B2B relationship and transaction values. This study is to see the structural impact of e-WOM information trust and e-convenience affecting B2B relational commitment and to see the adjustment effect according to supplier’s brand image type (B2B product-based brand image & B2B service-based brand image). Research design, data, and methodology: In order to achieve the research objective, the survey was conducted for purchasers in the B2B market. The survey was conducted on companies in the Seoul City and six major metropolitan, and the survey methods were conducted in parallel with online surveys, e-mails, and face to face interviews. 186 of the collection data were used for hypothesis verification. Structural equations (AMOS) and regression analysis were used for hypothesis verification. Results: The results of this study indicate that the e-WOM information trust and e-convenience factors are important influencing factors in enhancing the B2B relationship commitment. In addition, we categorize B2B brand image types and present that these B2B brand image types (product-based brand image & service-based brand image) have a regulatory effect on the impact relationships on B2B relational commitment. Implications: Specially, This study presented that the e-WOM information trust has more greater impact on the B2B relational commitment when the product-based brand image is high. In addition, If the service-based brand image is high, it can be seen that e-convenience has more greater effect on the B2B relational commitment.