tailieunhanh - Influence Strategies Affecting Organizational Buying Decisions: An Empirical Study in Vietnam Enterprises

This study refers to influence strategies that a participant in a buying center may use to influence others, thereby, affecting the purchasing decision outcomes and their effectiveness. This study mainly uses a qualitative method to validate its hypothesis. In addition, although this study examines the organizational buying of the online marketing services, its findings will provide an insight into the influencing of purchasing decision outcomes for both professional services and general purchasing decisions. | VNU Journal of Science: Education Research, Vol. 32, No. 5E (2016) 32-43 Influence Strategies Affecting Organizational Buying Decisions: An Empirical Study in Vietnam Enterprises Nguyen Thi Thanh Mai* Department of Marketing, Economic Research Institute of Posts and Telecommunications (ERIPT), Posts and Telecommunications Institute of Technology, Apt. 212, CT4C-X2, Bac Linh Dam, Hoang Liet, Hoang Mai Dist., Hanoi, Vietnam Received 22 November 2016 Revised 15 December 2016, Accepted 22 December 2016 Abstract: Buying decisions in organizations often are made by decision-making units or buying centers whose members typically represent different departments and have different interests and motivations. Buying decision outcomes depend on many factors, including the interpersonal relationships between these members. Consequently, organizational decision-making processes involve considerable complexity. This study refers to influence strategies that a participant in a buying center may use to influence others, thereby, affecting the purchasing decision outcomes and their effectiveness. This study mainly uses a qualitative method to validate its hypothesis. In addition, although this study examines the organizational buying of the online marketing services, its findings will provide an insight into the influencing of purchasing decision outcomes for both professional services and general purchasing decisions. The implication and limitations are also discussed in this study. Keywords: Influence strategies, effectiveness of influence strategy, buying center, organizational buying decision, e-marketing services. 1. Introduction * participated in one or more of the following roles: initiator, user, influencer, decider, buyer, and gatekeeper). The authors also give different buying situations which have different influences on the buying process: new task, straight rebuy, modified rebuy [1]. This article presents studies on influence strategies that individuals in BCs use to