An Empirical Study On The Influential Factors Of Buyer-supplier Relationships Under Environment Of Online Reverse Auction

With the intensification of global competition, national enterprises focus on reducingprocurement cost. Reverse auction has a distinct advantage under the environment ofe-commerce, which can effectively reduce procurement cost and improve procurementefficiency. Many enterprises are attracted to participate in the online reverse auction market.However, online reverse auction is squeezing the profits of suppliers, which results inunstable buyer-supplier relationship. The cooperative relationship in the supply chainbecomes a strategic problem concerned by procurement managers. Therefore, variousimpact factors of buyer-supplier relationships and action mechanism between them have apositive practical value to improve buyer-supplier relationships for procurement activities.This study commits to investigate the mechanism of buyer-supplier relationships underenvironment of online reverse auction, which test proposed theoretical model by anempirical way, and explore strategies to improve relationships between buyers andsuppliers.The paper first analyzes the nature of buyer-supplier relationships under online reverseauction. Based on this, dimensions of buyer-supplier relationships are collected, whichinclude trust level, cooperation satisfaction and relationship commitment. Subsequently,influential factors of buyer-supplier relationships under online reverse auction aresummarized into four key factors: corporate reputation, competition level, procurementscale and auction mechanism. On this basis, the model of influential factors is built andtheoretical assumptions are proposed. The paper uses a questionnaire survey to collectrelevant data, which is collated by SPSS19.0and AMOS17.0. And previous assumptions areverified and initial model is modified. By Structural equation modeling, the paper reachedthe following conclusions: corporate reputation and auction mechanism have a significantpositive impact on trust level and cooperation satisfaction; corporate reputation,procurement scale and auction mechanism have a significant positive impact on relationshipcommitment; competition level has a significant negative impact on trust level andrelationship commitment. Based on empirical results, the paper analyzes improvementstrategy of buyer-supplier relationships under online reverse auction environment from fiveaspects of corporate reputation assessment, procurement scale increasing, establishment ofhigh-quality supplier base, rational design of auction mechanism and multi-attribute reverse auctions.