Affect in Vendor Evaluation: An Experiential Value Framework to Explain Executive Behavioral Intent in Organizational Buying

摘要

Organizational behavioral models generally perceive B2B decision making to be influenced by cognition with negligible role of affect.Recent research in B2C space indicates the role affect plays in consumer decision making(Spence et.al., 2014;Gilboa et.al., 2016;Chahal and Dutta, 2015;Song S., 2015;Chauhan and Manhas, 2014)leading to development of customer experience frameworks for consumer behavior.Organizational buying research on affective elements has been restricted to service satisfaction and delight from service quality(Oliver and Westbrook, 1993;Parsura-man et al, 1994)or factors like affective commitment(relationship theory, psychological contract).Relationship marketing concept is proven in organizational buying where its positive outcome in terms of both financial and strategic gains for the parties involved is well established(Sheth and Parvatiyar, 1995;McKenna, 1991;Vavra, 1992;Naumann, 1995).