Purpose: However, prior research has largely focused on business-to-consumer (B2C) contexts, resulting in a limited understanding of how online content attributes influence long-term relationship development and purchase intention within B2B transactions. This study aims to examine the effects of B2B online channel content attributes and customer experience management practices on purchase intention, with customer engagement serving as a mediating variable.Research design, data, and methodology: To achieve the research objective, this study classifies content attributes in B2B online channels into expertise, timeliness, and realism, and conceptualizes customer experience management factors as personalization and immediacy. Data collected through structured questionnaires were analyzed using reliability analysis, factor analysis, regression analysis, and mediation effect testing to empirically verify the proposed relationships.Results: The empirical findings indicate that content attributes (expertise, timeliness, and realism) and customer experience management factors (personalization and immediacy) significantly influence customer engagement. In addition, customer engagement positively affects purchase intention and mediates the relationships between these factors and purchase intention.Implications: The results suggest that strategic content design and systematic customer experience management in B2B online channels play a crucial role in enhancing customer engagement and increasing purchase intention. Theoretically, this study clarifies the roles of content attributes and customer experience management in B2B online marketing and underscores the mediating role of customer engagement. Practically, it offers actionable insights for strengthening supplier–buyer relationships and improving long-term transactional performance through expert, timely, and realistic content, along with personalized and prompt customer responses.
Han et al. (Sat,) studied this question.