The Main Determinants of B2B Buyer Behavior Formation in High-Tech Markets During the Post-pandemic Period

Svetlana Karpova, Anna Chub, Irina Zakharenko (), Ilya Rozhkov and Olga Ustinova
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Svetlana Karpova: Financial University under the Government of the Russian Federation
Anna Chub: Financial University Under the Government of the Russian Federation
Irina Zakharenko: Financial University Under the Government of the Russian Federation
Ilya Rozhkov: Financial University under the Government of the Russian Federation
Olga Ustinova: Financial University Under the Government of the Russian Federation

Journal of the Knowledge Economy, 2025, vol. 16, issue 3, No 23, 11617-11642

Abstract: Abstract The objective of this study is to assess the major changes in the buying behavior of B2B operators in high-tech product markets in countries with transitional economies in the post-pandemic period. The research results are based on primary data collected through an online survey of individuals who influence the B2B procurement process in companies from Azerbaijan, Kazakhstan, and Russia. The sample consisted of 208 participants, and its normality and reliability were confirmed during the study. Econometric, statistical, and structural analysis methods were employed in data processing. The study empirically confirmed the following assertions: (H1) The COVID-19 pandemic had a disruptive impact on supply chains for a significant portion of B2B market operators; (H2) Critical challenges posed by the COVID-19 pandemic had a significant influence on the B2B procurement process; (H3) Under the changing economic realities driven by the COVID-19 pandemic, the transformation of buyer preferences is differentiated depending on the nature of interactions and is most pronounced in regular B2B purchases; (H4) During the post-pandemic economic recovery period, respondents’ subjective evaluations of product quality, service quality, and product pricing are of significant importance in shaping B2B buying behavior; (H5) Negative consequences of critical supply chain disruptions caused by the COVID-19 pandemic have heightened the sensitivity of B2B buyers to supply chain sustainability and have given priority to the subjective assessment of supply chain sustainability in shaping buying behavior. The outcome of the conducted research was the empirical confirmation of all formulated hypotheses for buyers in high-tech B2B markets in countries with transitional economies. The practical significance of this research lies in the fact that its results provide valuable insights to practicing managers in high-tech B2B markets, enabling them to effectively adapt to the consequences of the COVID-19 pandemic and optimize sales strategies. The results of this research provide empirical confirmation to previously untested hypotheses regarding the transformation of B2B buyer behavior under the influence of the COVID-19 pandemic. This, along with the identified promising directions for future research, represents the scholarly contribution of the authors.

Keywords: B2B buyer; B2B sales; B2B buyer behavior; COVID-19 pandemic; The transformation of buyer behavior (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13132-024-02290-4

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