Studies on Transaction Governance Structure: Construct, Instruments, and Surveys.

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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 P. O. Box 7995 Statesboro,
GA 30460-7995
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Aimao Zhang Transaction Governance Structure
Theories, Empirical Studies, and Instrument
Design to be appear in International 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 in
Journal 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.
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• Engineering Studies VS. Social Studies
• Descriptive Studies VS. Empirical Studies
• Focus is on Social Empirical Studies

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The Construct of TGS and Its Definition

• A construct needs to be defined in terms of other
  constructs/concepts which have specified meaning
  and context.

• 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).

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How Did We Measure TGS?

• Review of 81 empirical studies from 1982 to 2004.

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Tautology
Aubert, B. A., Rivard, S.,  Patry, M. (1996).
Development of measures to assess dimensions of
IS operation transactions. Omega, 24(6), 661-668.
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The Current Status of TGS Studies
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Can We Agree on the Dimensions of TGS?

• Is he thinking what Im thinking? I bet that he
  will buy my idea.

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Williamsons Dimension of TGS
strong semi-strong 0 weak. Source
Williamson 1991 281
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Items Proposed for measuring TGS Reversed
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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
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ANOVA Using FDIC Data to Test Relationship
between Product and TGS
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Third Study
Product Using Nelsons 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
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The Instrument for measuring transaction process
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Data Summary
35.8 is the percentage of participants chose
offline for Perfume in function 1
(157/(157281)). 64.2 is the percentage of
participants chose online for Perfume in function
1 (281/(157281)). 38.8 is the average
percentage of participants chose online for
Perfume in all 4 functions ((64.247.328.815.
1)/4).
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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.
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Implications
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Limitations

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