Evaluating the Effect of Using a Customized Logistics Service on Sellers' Performance in Online Marketplace

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Sharifpour, Kiana | 2021

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 53972 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): Sepehri, Mehran; Khalili Nasr, Arash
Abstract:
The prosperity of online marketplaces depends on their ability to attract and keep sellers besides customers. Due to the lack of research in evaluating the role of sellers in this business model, the study tries to fill this gap through examining the effect of logistics capability on sellers' performance in an online marketplace. Specifically, a research model is developed to evaluate the effect of a customized logistics service, provided by the intermediary, on sellers' performance in the marketplace. In addition, the indirect effect of logistics capability as a mediator is examined on the previous causal link. Strong empirical support for the research model is provided by data from 1546 actual sellers in an online marketplace. The utilization of logistics service is found to exert a positive effect on sellers' performance. These findings can motivate sellers to make use of this service as well as the intermediaries to develop competitive services in logistics area in order to improve sellers' and the organization's performance and profit
Keywords:
Electronic Commerce ; Logistics Capability ; Online Marketplace ; Sellers' Performance ; Logistics Services ; Online Businesses

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