Unlocking B2B buyer intentions to purchase: Conceptualizing and validating inside sales purchases

This study focuses on understanding the purchase decision-making process of B2B buyers in the context of inside sales. While many studies have explored this topic in a B2C context, there has been little attention given to the unique features of B2B inside sales. To address this gap, we developed and empirically validated a buyer's intention to purchase (BIP) model that integrates the B2B purchase decision-making process and buying behavior theories. Using PLS-SEM analysis on data collected from 126 B2B buyers, we found that trust in sellers and connection flexibility are crucial factors in determining buyers' intention to purchase. Specifically, these factors influence the purchase intention via appointment and contact willingness during different phases of the B2B purchase process. Additionally, our multigroup analyses suggest that buyers' demographic and firmographic attributes affect the purchase decision-making process in different ways. By identifying different groups of buyers and their distinctive needs and preferences, our findings inform more effective approaching and selling strategies. This study contributes to both academic and sales practices by providing critical insights into the factors that influence the B2B inside sales process, which ultimately improve sales performance.