The Effect of B2B Online Selling Management Factors on Brand Preference

Purpose: In the B2B trading market, suppliers are recognizing the importance and investing more in online sales and marketing. Therefore, this study divides B2B online selling management factors into information quality, system quality, interactivity quality, etc., and investigates the relationship between these factors on brand preference. In addition, this study aims to identify whether there is a difference according to the degree of technology in this relationship of influence. Research design, data, and methodology: To conduct empirical research. A survey was conducted targeting B2B purchasing managers(DMUs) to review previous studies, establish hypotheses, and verify the hypotheses. The hypothesis was verified through statistical analysis of 160 collected questionnaires Results: The main results of hypothesis testing are as follows. First of all, B2B online selling factors, that is, supplier information quality, system quality, interactivity quality etc., had an effect on increasing B2B supplier brand preference. And brand preference also had a positive effect on the transaction relationship value between the two parties. On the other hand, the verification results for the moderating effect of the degree of technology are as follows. The degree of influence of selling factors on brand preference was more significant in the case where the high-technology was high than in the case where the low-technology was low. Implications: These results revealed that there is a moderating effect according to the degree of technology-oriented. This study is a timely study in the B2B market where the importance of online marketing is growing in the future. It will provide implications for expanding the scope of B2B online sales and marketing.