This study focuses on understanding the purchase decision-making process of B2B buyers in the context of inside sales. While many studies have explored this topic in a B2C context, there has been little attention given to the unique features of B2B inside sales. To address this gap, we developed and empirically validated a buyer's intention to purchase (BIP) model that integrates the B2B purchase decision-making process and buying behavior theories. Using PLS-SEM analysis on data collected from 126 B2B buyers, we found that trust in sellers and connection flexibility are crucial factors in determining buyers' intention to purchase. Specifically, these factors influence the purchase intention via appointment and contact willingness during different phases of the B2B purchase process. Additionally, our multigroup analyses suggest that buyers' demographic and firmographic attributes affect the purchase decision-making process in different ways. By identifying different groups of buyers and their distinctive needs and preferences, our findings inform more effective approaching and selling strategies. This study contributes to both academic and sales practices by providing critical insights into the factors that influence the B2B inside sales process, which ultimately improve sales performance.

中文翻译：

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解锁 B2B 买家的购买意图：概念化和验证内部销售购买

本研究的重点是了解内部销售背景下 B2B 买家的购买决策过程。虽然许多研究在 B2C 背景下探讨了这个主题，但很少有人关注 B2B 内部销售的独特特征。为了解决这一差距，我们开发并实证验证了买方购买意向 (BIP) 模型，该模型集成了 B2B 购买决策过程和购买行为理论。通过对 126 个 B2B 买家收集的数据进行 PLS-SEM 分析，我们发现对卖家的信任和连接灵活性是决定买家购买意向的关键因素。具体来说，这些因素在B2B购买过程的不同阶段通过预约和联系意愿影响购买意愿。此外，我们的多组分析表明，买家的人口统计和企业特征以不同的方式影响购买决策过程。通过识别不同的买家群体及其独特的需求和偏好，我们的研究结果为更有效的接触和销售策略提供了信息。这项研究对影响 B2B 内部销售流程的因素提供了重要的见解，从而最终提高了销售业绩，从而对学术和销售实践做出了贡献。