Influence structure in organizational buying behavior

Abstract Empirical support is needed for the wealth of existing conceptual models describing organizational buying processes. This study focuses on measuring and understanding the relative influence of different buying center components in the context of convention site selection by a sample of North American associations. Mail questionnaires were sent to members of each major buying center component of 506 associations located in the United States and Canada. Responses were received from 386 permanent association executives, 650 elected officers of associations, and 1870 association members. The study found that important differences existed in the influence of different buying center components, with elected officers generally having the most influence and members the least. This general finding was qualified, however, by two factors. First, dominance in the decision process was found not to be a generalized phenomenon. Rather, it varied with specific subdecisions. Second, the nature of influence structure was found to vary significantly across associations having different objectives, structures, and sizes.