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Determinants of long-term orientation in seller e-retailer relationship: a seller perspective in the Indian e-commerce

Author

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  • Swati Bhatnagar
  • Rajan Yadav

Abstract

The purpose of this paper is to identify the antecedents of long-term orientation and its impact on the satisfaction of online sellers in the Indian e-commerce industry. A conceptual framework is proposed to empirically examine the effect of dependence, trust, role performance, collaboration and policies on the long-term orientation of the online sellers with the e-retailer. A survey of 250 active online sellers was conducted. It is validated through structural equation modelling. The results suggest that the framework proposed had a good fit. The study establishes that dependence, collaboration, working policies and satisfaction are related to the long-term orientation of online sellers. To the best of authors' knowledge this study is the first of its kind in contributing to the understanding of e-retailers-seller relationship in the Indian e-commerce industry.

Suggested Citation

  • Swati Bhatnagar & Rajan Yadav, 2024. "Determinants of long-term orientation in seller e-retailer relationship: a seller perspective in the Indian e-commerce," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 36(1), pages 4-26.
    • Handle: RePEc:ids:ijbglo:v:36:y:2024:i:1:p:4-26
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