TY - JOUR
T1 - Product complexity as a determinant of transaction governance structure: An empirical comparison of web-only and traditional banks.
AU - Zhang, Aimao
AU - Reichgelt, Han
AU - Reichgelt, Johannes (Han)
N1 - Zhang, A., & Reichgelt, H. (2006). Product complexity as a determinant of transaction governance structure: An empirical comparison of web-only and traditional banks. Journal of Electronic Commerce in Organizations, 4(3), 1-17. doi: 10.4018/jeco.200607010
PY - 2006/1/1
Y1 - 2006/1/1
N2 - A transaction governance structure (TGS) is a structure that mediates exchanges of goods or services among different agents or production stages (Williamson, 1979, 1981). According to transaction cost economics (TCEs), a selection of TGS for the trade of a particular product depends on the characteristics of the transaction, such as asset specificity, uncertainty, and frequency. This article argues that TCE alone is not sufficient to explain the selection of a TGS. Product complexity also plays an important role in explaining why a particular TGS is selected for a particular product. The construct of product complexity originated in the field of industrial marketing and is an important factor in the study of purchasing behaviors of buyers, decision-making processes of suppliers, and dynamic relations between buyers and suppliers. This study integrates industrial marketing with TCE and examines the impact of product complexity on TGS in the context of banking.
AB - A transaction governance structure (TGS) is a structure that mediates exchanges of goods or services among different agents or production stages (Williamson, 1979, 1981). According to transaction cost economics (TCEs), a selection of TGS for the trade of a particular product depends on the characteristics of the transaction, such as asset specificity, uncertainty, and frequency. This article argues that TCE alone is not sufficient to explain the selection of a TGS. Product complexity also plays an important role in explaining why a particular TGS is selected for a particular product. The construct of product complexity originated in the field of industrial marketing and is an important factor in the study of purchasing behaviors of buyers, decision-making processes of suppliers, and dynamic relations between buyers and suppliers. This study integrates industrial marketing with TCE and examines the impact of product complexity on TGS in the context of banking.
KW - E-commerce measurement
KW - Financial services industry
KW - Instrument design
KW - Online banking
KW - Product complexity
KW - Transaction cost economies
KW - Transaction governance structure
UR - https://digitalcommons.usf.edu/fac_publications/2100
UR - https://login.ezproxy.lib.usf.edu/login?url=http://search.proquest.com/docview/236504652/fulltextPDF/D1EBDC5632814647PQ/1?accountid=14745
M3 - Article
JO - Default journal
JF - Default journal
ER -