Success Factors in Cooperative Online Marketplaces: Trust as the Social Capital and Value Generator in Vendors-Exchange Relationships

Abstract

The business reliance on cooperative online exchanges for business-to-business transactions is on the rise. This paper examines the factors contributing to the success of vendor-exchange relationships in this type of marketplace. We use a Critical Realism approach to identify constructs salient to vendors-exchange relationships. A synthesis of value creation, social capital, and trust theories is used for conceptualizing the model. The model is tested using the data from a survey of vendors participating in a cooperative exchange. Results indicated that value creation was the main source of continuance in vendors-exchange relationship. However, the perception of value depended to a larger degree on the relationship quality and to a lesser degree on transactional exchanges (using the exchange's technology solutions as the sources of transaction), indicating the strength and extent of vendors-exchange relationship is an intangible asset for the exchange company. We also found that the exchange company's innovativeness was critical to the perceived quality of transactional exchanges, whereas perception of unfair treatment and communication quality influenced relationship quality. The results also indicated that trust was the main source for the social capital that contributed to perceived value of relationship. The ability of the exchange company to build a community was another factor contributing to the success of this relationship.

Keywords:

• critical realism
• private exchanges
• social capital theory
• trust
• vendor-exchange continuance