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.