Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets
研究高科技市场中组织买家在考虑阶段是否纳入新供应商、在选择阶段是否转换供应商，并分析不同因素对这两个过程的差异化影响。
High-technology markets represent unique problems for organizational buyers and, in turn, for their existing and potential vendors. These problems are due to high levels of uncertainty and the presence of switching costs tied to existing technologies or vendors. The authors focus on two aspects of buyer decision making in such markets: (1) whether buyers include new vendors at the consideration stage of the process and (2) whether they switch to new vendors at the choice stage. Using survey data from organizational buyers’ purchases of computer workstation equipment, the authors present a joint test of the antecedent conditions that influence the two processes. Based on a sequential logit model, they show that individual antecedents have different effects on consideration and switching behavior. The authors then discuss the implications of their study for the literatures on high-technology markets and organizational buyer behavior.