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Product Complexity as a Determinant of Transaction Governance Structure: An Empirical Comparison of Web-Only and Traditional Banks

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  • Aimao Zhang

    (Georgia Southern University, USA)

  • Han Reichgelt

    (Georgia Southern University, USA)

Abstract

A transaction governance structure (TGS) is a structure that mediates exchanges of goods or services among different agents or production stages (Williamson, 1979, 1981). According to transaction cost economics (TCEs), a selection of TGS for the trade of a particular product depends on the characteristics of the transaction, such as asset specificity, uncertainty, and frequency. This article argues that TCE alone is not sufficient to explain the selection of a TGS. Product complexity also plays an important role in explaining why a particular TGS is selected for a particular product. The construct of product complexity originated in the field of industrial marketing and is an important factor in the study of purchasing behaviors of buyers, decision-making processes of suppliers, and dynamic relations between buyers and suppliers. This study integrates industrial marketing with TCE and examines the impact of product complexity on TGS in the context of banking.

Suggested Citation

  • Aimao Zhang & Han Reichgelt, 2006. "Product Complexity as a Determinant of Transaction Governance Structure: An Empirical Comparison of Web-Only and Traditional Banks," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 4(3), pages 1-17, July.
    • Handle: RePEc:igg:jeco00:v:4:y:2006:i:3:p:1-17
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    Cited by:

    1. Rieple, Alison & Helm, Clive, 2008. "Outsourcing for competitive advantage: An examination of seven legacy airlines," Journal of Air Transport Management, Elsevier, vol. 14(5), pages 280-285.
    2. Hsu, Chao-Che & Liou, James J.H., 2013. "An outsourcing provider decision model for the airline industry," Journal of Air Transport Management, Elsevier, vol. 28(C), pages 40-46.
    3. Lee, Peter K.C. & Yeung, Andy C.L. & Edwin Cheng, T.C., 2009. "Supplier alliances and environmental uncertainty: An empirical study," International Journal of Production Economics, Elsevier, vol. 120(1), pages 190-204, July.

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