Published Paper Details:

The present research objective is to examine the influence of competitive pricing, variety of products and convenience on retailers' purchase intention in FMCG from B2B E-commerce. Recruitment of participants is done through the non-probability purposive sampling method. The questionnaire was pretested and used to collect data from 1209 participants. Descriptive analysis and confirmatory factor analysis (CFA) is used to analyze the data. The factor loading (?), composite reliability (CR), Cronbach Alpha(?) and Average Variance Extracted (AVE) demonstrate the internal consistency of the scale items. Convergent and discriminant validity is used to check the association between the construct and items of the set questions. The model fit indices demonstrates that the structural model of reputation, product delivery, information quality and transaction safety were well fitted with the data. The mentioned analysis of the model shows competitive pricing, variety of products and convenience had a significant and positive impact on retailers' purchase intention in B2B E-commerce. The analysis of the model indicates convenience was the major determinant followed by competitive price and variety of products influencing retailers' purchase intention.