The role of cyber‐intermediaries: a framework based on transaction cost analysis, agency, relationship marketing and social exchange theories
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 16 October 2007
Abstract
Purpose
The purpose of his paper is to define the role of cyber‐intermediaries based on several theories such as transaction cost analysis, agency, social exchange, and relationship marketing.
Design/methodology/approach
This is a conceptual piece that uses arguments from well‐established theories in marketing and management
Findings
This paper suggests that cyber‐intermediaries will continue to add value to the producer‐consumer chain, benefiting both the producers and the consumers.
Practical implications
The nature and type of products and services will define the role of the intermediary. They may be more useful in the low cost but frequently purchased product categories.
Originality/value
The paper presents an integration of existing theories to understand the role of cyber‐intermediaries.
Keywords
Citation
Luo, X. and Donthu, N. (2007), "The role of cyber‐intermediaries: a framework based on transaction cost analysis, agency, relationship marketing and social exchange theories", Journal of Business & Industrial Marketing, Vol. 22 No. 7, pp. 452-458. https://doi.org/10.1108/08858620710828836
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited