What drives small businesses to engage with B2B app-based services? Discover the key factors in a groundbreaking study focused on Micro, Small, and Medium Enterprises (MSMEs).
In their paper, “Unlocking B2B Purchase Engagement: Investigating Its Drivers and Consequences in App-Based Service Subscriptions for MSMEs,” researchers explore the dynamics of purchase engagement in B2B settings, particularly for subscription-based point-of-sales (POS) services.
📄 Read the full paper: Unlocking B2B Purchase Engagement: https://doi.org/10.20473/jmtt.v17i1.51494
Key Points:
Survey of 215 MSME owners and managers.
Validation of conceptual framework using PLS-SEM technique.
How customization, identification with virtual communities, and loyalty to account managers drive purchase engagement.
The impact of purchase engagement on perceived dependency and willingness to pay price premiums.
Practical implications for B2B app-based service providers.
Understand how engaging MSME customers through tailored services and community identification can enhance their dependency on the service and readiness to pay more.
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