An Exploratory Study of Success Factors of B2B e-marketplace in South Korea

Business-to-business (B2B) electronic marketplace (e-marketplace) has changed the way firms conduct business as suppliers and buyers. We analyzed success factors of B2B e-marketplace by surveying existing and potential adopters of e-marketplace to help them create strategy on successful B2B e-marketplace adoption and continuance of transaction. Results from path analysis suggest that, for successful e-commerce adoption and continuance, firms need to focus on the target market accurately with proper products by considering characteristics of B2B e-marketplace such as enhancing reach and richness. Further, firms are suggested to develop community service to enhance trust relationship between trading partners through e-marketplace community service. Competitor’s pressure is also one of the important factors in continuance of transaction through e-marketplace. Finally, continuance of transactions positively influences cost reduction and profit increase, while cost reduction leads to profit increases.