The Use of Procedural Fairness in Electronic Reverse Auctions to Enhance Relationship Quality
研究了采购方在电子逆向拍卖中运用程序公平对关系质量和供应品质量的影响，基于179名跨国采购专业人士的全球实地调查发现，程序公平能提升关系质量和供应品质量，且不损害价格节省。
ABSTRACT In this study, the use of procedural fairness by a buying organization in an electronic reverse auction (ERA) is examined. Drawing on the literature, a conceptual model is developed that relates procedural fairness to two key ERA outcomes: relationship quality and quality of the offering. The hypothesized relationships between procedural fairness and quality outcomes are empirically tested through a global field study with 179 procurement professionals in multinational companies, and explored through a supporting field study with 31 sales professionals from supplier firms. The results show that the use of procedural fairness by a buying organization is positively related to relationship quality and quality of the offering, without jeopardizing price savings. In addition, the positive association between procedural fairness and relationship quality is found to increase in the case of a repeat auction. This study contributes to the relationship marketing literature by examining how procedural fairness can mitigate relationship quality concerns in ERA use by buying organizations.