Throughout a distribution channel, multiple sales platforms and technologies are leveraged to expand market reach and manage offering assortments. Yet, the literature is limited on how buyers who are channel intermediaries make purchase decisions across sales platforms particularly when platforms vary in their degree of technology enablement. This research investigates how B2B buyers respond to the offering, in terms of numerical assortment and quality, when the sales environments vary in their level of technology enablement. We examine the buyer's sales platform choice, purchase quantity, and tackle the seller's challenge of assortment integration. Buyers have a choice of purchasing from a low-tech platform where buyers are in-person and an auction determines sales, an Internet-enabled platform where remotely located buyers are price takers, and a hybrid platform that has a high level of technology enablement such that co-located and remotely located potential buyers simultaneously bid on the offering. A Hidden Markov Model captures the impact of different need states on buyers' decisions. Our findings: (1) uncover three distinct buyer profiles that have unique sales platform preferences and multiplatform buying tendencies that relate to their comfort with technology-enabled markets, (2) show that buyers exhibit distinct and dynamic needs that affect their sales platform choices and response to the platform offerings, (3) reveal that buyers experience diminishing returns to product assortment and condition at varying rates depending on their need state. Supporting our key findings, we find evidence of similar behaviors among consumers in a B2C multichannel context that includes an omnichannel. Additionally, we offer recommendations for B2B sellers regarding allocating and adjusting assortments to drive sales platform choice and revenues per buyer.

在整个分销渠道中，利用多种销售平台和技术来扩大市场范围并管理产品种类。但是，有关渠道中介购买者如何跨销售平台做出购买决定的文献有限，特别是当平台的技术支持程度不同时。这项研究调查了当销售环境的技术支持水平有所不同时，B2B买家如何在数字分类和质量方面对产品做出回应。我们检查买方的销售平台选择，购买数量，并解决卖方的问题。分类整合的挑战。买家可以选择以下方式进行购买：低端技术平台（由买家亲自参与并由拍卖决定销售），互联网平台（位于远程位置的买家为价格接受者）以及具有高水平技术支持的混合平台，例如位于同一地点和偏远地区的潜在买家同时竞标要约。隐马尔可夫模型捕获了不同需求状态的影响根据买家的决定。我们的发现：（1）发现三个独特的购买者资料，它们具有独特的销售平台偏好和与他们对技术支持的市场的舒适度有关的多平台购买倾向；（2）表明购买者展现出影响其销售平台选择的独特而动态的需求，并且对平台产品的回应，（3）显示，购买者会根据其需求状况以不同的比率体验到产品种类和状态的回报递减。支持我们的主要发现，我们发现在包括全渠道的B2C多渠道环境中，消费者之间行为相似的证据。此外，我们为B2B卖家提供有关分配和调整商品种类的建议，以推动销售平台的选择和每个买家的收入。