Determinants of long-term orientation in seller e-retailer relationship: a seller perspective in the Indian e-commerce
by Swati Bhatnagar; Rajan Yadav
International Journal of Business and Globalisation (IJBG), Vol. 36, No. 1, 2024

Abstract: The purpose of this paper is to identify the antecedents of long-term orientation and its impact on the satisfaction of online sellers in the Indian e-commerce industry. A conceptual framework is proposed to empirically examine the effect of dependence, trust, role performance, collaboration and policies on the long-term orientation of the online sellers with the e-retailer. A survey of 250 active online sellers was conducted. It is validated through structural equation modelling. The results suggest that the framework proposed had a good fit. The study establishes that dependence, collaboration, working policies and satisfaction are related to the long-term orientation of online sellers. To the best of authors' knowledge this study is the first of its kind in contributing to the understanding of e-retailers-seller relationship in the Indian e-commerce industry.

Online publication date: Fri, 12-Jan-2024

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