AN ASSESSMENT OF EXPECTATIONS OF SELLERS' PERSPECTIVE TOWARDS E-COMMERCE IN INDIA

Abstract

This study showed that the relationship between E-retailers and E-vendors is identified into nine major dimensions. Exploratory factor analysis resulted in nine factors of RBRV dimension which were pricing, connectivity, bargaining power, regulatory framework, trust, business growth, rewards and speed. Further exploratory factor analysis established the reliability for RBRV scale. The current findings lined with Sukresna, I. M., et al. (2015) who categorized RBRV dimensions into speed, market orientation, trust, dependence, role performance of relationship dimensions. Newly explored dimensions in the current study like pricing, bargaining power, regulatory framework, rewards, business growth and biases as explained in details in the previous sections add new insight into the relationship channel in E-commerce industry. Majority of the past studies focused on role performance, trust, satisfaction and dependence to understand the overall perception of e-vendors towards e-retailers in E-commerce industry. The current study kept exclusive focus on benefits and explored it further by modeling the impact of RBRV on the cognitive evaluation of relationship channel and its further impact on the future relationship channel between the e-vendors and e-retailers. This study contributes to further understanding of e-retailers and vendor relationships by matching the perspectives of vendors in impacting on e-retailers. Hence we can interpret that based on the factors which sub categorized into two major output that defines the relationship between the E-retailers and E-vendors are market orientation and long term orientation. Market orientation reveals on the factors such as pricing, connectivity, bargaining power, regulatory framework while the long term orientation impacts on the factors such as trust, business growth, biasness, rewards and speed. The infrastructure that e-commerce companies build around relationships could affect traditional firms. Relationship can create barriers to competition as suppliers and customers rely on those with whom they work on a continual basis. There are also implications for theory by Page 24 finding the linkage between the long term and market orientation and the importance of relationship management, this study has supported existing theory from the channels literature. The main problems in E-commerce Industry in India from sellers’ perspective can be defined in some categories according to past data and data from our study. The categories are given below ● GST ● Violating Rules ● Penalty ● Returned Goods ● Cash on Delivery ● Transportation ● Marketplace Size ● Commision ● Global Selling ● Counterfeit Products ● Price Competition ● Poor Infrastructure ● High Cost, High discounts ● Inventory The marketplaces and regulatory bodies can work on that problems and can give a good E-commerce environment for the sellers and can also make the E-commerce industry better. In the study we also found that there is need of third party consulting firm or regulatory body to solve the problems between marketplaces and sellers. Making Marketplaces better for sellers can also bring the satisfaction level of the customers and make them happy. Ultimately the E-commerce industry can grow better and better.