Electronic mail appraisal: a buyer and seller survey
Electronic mail appraisal: a buyer and seller survey
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电子邮件评估：买家和卖家调查
DOI：
10.1108/08858620310480304
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发表时间：
2003
影响因子：
3.1
通讯作者：
C. Cano
中科院分区：
文献类型：
--
作者：
Cynthia J. Bean;James S. Boles;C. Cano
各种新的通信选择正在改变买卖双方界面的通信环境。如今，电子邮件在商业中的使用尤其普遍。这项调查探讨了买家和卖家对买卖关系中使用电子邮件的反应。进行的两项研究探讨了买家和卖家对电子邮件使用的看法。通过对卖家的深入访谈，我们形成了一些初步主题。其次，对企业对企业销售人员和组织买家的抽样框架进行的调查，从组织买家和卖家的角度提出了与电子邮件使用相关的好处和障碍的问题。从 103 个买家和 107 个卖家的样本中，我们提出了有关潜在影响买家与卖家界面的沟通和关系方面的问题。调查结果表明，卖家需要适应个别买家的观点，才能从有关沟通选择的新沟通选项中受益。
The communication environment for buyer‐seller interfaces is being transformed by a variety of new communication choices. The use of electronic mail in business today is especially prevalent. This investigation explores buyer and seller reactions to electronic mail use in buyer‐seller relationships. Two studies conducted explore themes perceived by buyers and sellers regarding electronic mail use. From in‐depth interviews of sellers, some initial themes are developed. Second, a survey from a sampling frame of business‐to‐business sales people and organizational buyers advances the questions of benefits and barriers perceived to be associated with electronic mail use from both the organizational buyer and seller perspectives. From a sample of 103 buyers and 107 sellers, questions are raised about the communicative and relationship aspects that potentially influence the buyer‐seller interface. Findings suggest sellers need to be attuned to individual buyers’ views in order to benefit from the new communication options regarding communication choices.