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Studies on Transaction Governance Structure: Construct, Instruments, and Surveys. Aimao Zhang, Ph.D. Department of Information Technology Georgia Southern University P.O.Box 8150 Statesboro, Georgia 30460-8150 Han Reichgelt Georgia Southern University College of Information Technology

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studies on transaction governance structure construct instruments and surveys
Studies on Transaction Governance Structure: Construct, Instruments, and Surveys.

Aimao Zhang, Ph.D.

Department of Information Technology

Georgia Southern University

P.O.Box 8150

Statesboro, Georgia 30460-8150

Han Reichgelt

Georgia Southern University

College of Information Technology

P. O. Box 7995

Statesboro, GA 30460-7995

slide2

Aimao Zhang “Transaction Governance Structure: Theories, Empirical Studies, and Instrument Design” to be appear inInternational Journal of Commerce and Management.

Aimao Zhang and Han Reichgelt, “Product Complexity As A Determinant Of Transaction Governance Structure: An Empirical Comparison Of Web-Only And Traditional Banks,” to be appear inJournal of Electronic Commerce in Organizations, 4(3), 1-17, 2006.

Aimao Zhang “Online versus Offline: a Combination of Product and Process Approach,” in review process at Electronic Commerce Research and Applications.

slide3
Engineering Studies VS. Social Studies

Descriptive Studies VS. Empirical Studies

Focus is on Social Empirical Studies

the construct of tgs and its definition
The Construct of TGS and Its Definition
  • Transaction governance structure (TGS) is a structure that mediates exchanges of goods or services between technologically separable agents or between production functions (Williamson, 1979; 1981).
  • A construct needs to be defined in terms of other constructs/concepts which have specified meaning and context.
how did we measure tgs
How Did We Measure TGS?

Review of 81 empirical studies from 1982 to 2004.

tautology
Tautology

Aubert, B. A., Rivard, S., & Patry, M. (1996). Development of measures to assess dimensions of IS operation transactions. Omega, 24(6), 661-668.

can we agree on the dimensions of tgs
Can We Agree on the Dimensions of TGS?
  • Is he thinking what I’m thinking? I bet that he will buy my idea.
williamson s dimension of tgs
Williamson’s Dimension of TGS

++ strong; + semi-strong; 0 weak.

Source: Williamson 1991: 281

slide11

Second Study

There is a big price discrepancy among the same type of products offered by different sellers.

If it is online, I ○ Strongly disagree ○ Disagree ○ Neutral ○ Agree ○ Strongly agree

If it is offline, I ○ Strongly disagree ○ Disagree ○ Neutral ○ Agree ○ Strongly agree

third study
Third Study

Product:

Using Nelson’s classification scheme (Nelson, 1974) - experience goods (Perfume, shoe, and clothing) and search goods (computer hardware and book).

Process: (See instrument on the next slide)

Select an efficient and effective way to find out the price for the following products

Perfume/Cologne  Online OR  Offline

Shoe  Online OR  Offline

Clothing  Online OR  Offline

Computer hardware  Online OR  Offline

Book  Online OR  Offline

data summary
Data Summary

* 35.8% is the percentage of participants chose offline for Perfume in function 1 (157/(157+281)).

** 64.2% is the percentage of participants chose online for Perfume in function 1 (281/(157+281)).

*** 38.8% is the average percentage of participants chose online for Perfume in all 4 functions ((64.2%+47.3%+28.8%+15.1%)/4).

slide18

Factorial Logistic Regression

contrast code (1 1 1 -1.5 -1.5, -2 1 1 0 0, 0 -1 1 0 0, 0 0 0 -1 1) to code five products.

contrast code (1 0 0 0, 0 1 0 0, 0 0 1 0) to code four process functions.

limitations
Limitations
  • Factor analysis
  • Independency problem due to repeated measures
  • Sample bias