Buyers increasingly gather information across multiple channels and often make or prepare purchases without salesperson involvement. This study investigates B2B buyers’ information needs by contrasting theoretical perspectives that make opposing predictions about the amount and type of information sought. First, we examine how product class knowledge shapes the relative influence of risk theory versus the enrichment hypothesis on buyers’ demand for general market, product-specific, and relationship information. Second, we analyze how construal level theory and perceived risk theory explain variations in the type and quantity of information sought. Focusing on modified rebuy situations, an experiment in a hypothetical laptop purchasing scenario reveals that the enrichment hypothesis plays an important role: higher product class knowledge increases the amount of required information. Psychological closeness heightens demand for product-specific and relationship information, while perceived risk drives general market and relationship information needs. Today’s B2B buyers expect information precisely tailored to their needs—a task that has become increasingly complex as most procurement managers consult multiple online channels before engaging with salespeople. This study examines buyers’ needs for three types of information (general market information, product-specific information, and relationship information such as WoM) in the context of a modified rebuy situation. The findings suggest that product class knowledge is the key factor influencing the amount of information needed, supporting the enrichment hypothesis that predicts that experienced (rather than novice) buyers seek more information across all categories. Moreover, the decision stage matters: buyers approaching a purchase emphasize product-specific and relationship information. Both insights highlight the need for adaptive online communication. For practice, firms should design flexible online interfaces—for example, simplified content layers for novices combined with optional deep-dive features (such as expandable sections or technical downloads) for experts. Such adaptive designs prevent information overload among novices while satisfying experts’ demand for detailed insights, thereby enhancing the effectiveness of digital B2B communication and supporting more informed purchase decisions. Such adaptive designs are also important to better address those customers closer to a decision and require more product-specific and relationship information.

Selling in the Digital Age: Tailoring Information to B2B Buyers’ Situational Needs

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发表日期：

2026年

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Lisa Mottl,
Michael Steiner

摘要

Buyers increasingly gather information across multiple channels and often make or prepare purchases without salesperson involvement. This study investigates B2B buyers’ information needs by contrasting theoretical perspectives that make opposing predictions about the amount and type of information sought. First, we examine how product class knowledge shapes the relative influence of risk theory versus the enrichment hypothesis on buyers’ demand for general market, product-specific, and relationship information. Second, we analyze how construal level theory and perceived risk theory explain variations in the type and quantity of information sought. Focusing on modified rebuy situations, an experiment in a hypothetical laptop purchasing scenario reveals that the enrichment hypothesis plays an important role: higher product class knowledge increases the amount of required information. Psychological closeness heightens demand for product-specific and relationship information, while perceived risk drives general market and relationship information needs. Today’s B2B buyers expect information precisely tailored to their needs—a task that has become increasingly complex as most procurement managers consult multiple online channels before engaging with salespeople. This study examines buyers’ needs for three types of information (general market information, product-specific information, and relationship information such as WoM) in the context of a modified rebuy situation. The findings suggest that product class knowledge is the key factor influencing the amount of information needed, supporting the enrichment hypothesis that predicts that experienced (rather than novice) buyers seek more information across all categories. Moreover, the decision stage matters: buyers approaching a purchase emphasize product-specific and relationship information. Both insights highlight the need for adaptive online communication. For practice, firms should design flexible online interfaces—for example, simplified content layers for novices combined with optional deep-dive features (such as expandable sections or technical downloads) for experts. Such adaptive designs prevent information overload among novices while satisfying experts’ demand for detailed insights, thereby enhancing the effectiveness of digital B2B communication and supporting more informed purchase decisions. Such adaptive designs are also important to better address those customers closer to a decision and require more product-specific and relationship information.