Using survey data from a sample of fleet purchasing managers, we explore the motivational process of industrial buyers. The results reveal direct and indirect links between self-esteem and both extrinsic and intrinsic motivation. The indirect effects of self-esteem on motivation come through industrial buyer responsiveness to leader behavior and formal authority. We explore the implications of integrating dispositional and situational factors in a single model of industrial buyer motivation, both for marketers who seek to better understand their customers and for purchasing managers.
ASJC Scopus subject areas
- Management Information Systems