ABSTRACT
One hypothesized relationship is between exchange and user satisfaction with the implementation of an innovation. The interview data provide a description of some exchange variables involved in this relationship. Interview data were never intended to provide evaluation of specific sub-hypotheses. Data were collected to provide insight into the behavior of exchange concepts beyond that based on questionnaire data. When interviewees were asked what roles the positive buying change agent (BCA) played, the role most mentioned was that of exchanging information, along with people support and financial support. There are many important BO players who need to participate in information exchange. Reward exchange is a statistically significant influence on user satisfaction. The BCA and vending change agent (VCA) play important roles in facilitating the reward and information exchange between key players. Product exchange and goal congruence between change agents and users may also play a role in increasing user satisfaction.
