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https://ah.lib.nccu.edu.tw/handle/140.119/72370
題名: | Impact of Value-Added Service Features in e-Retailing Processes: An Econometric Analysis of Web Site Functions | 作者: | 莊皓鈞 Chuang, Howard Hao-Chun ; Lu, Guanyi ; Peng, David Xiaosong ; Heim, Gregory R. |
貢獻者: | 資管系 | 關鍵詞: | E-Retailing;Econometrics;Q-Sort;“Sand Cone” Model;Web Site Functions | 日期: | Dec-2014 | 上傳時間: | 26-Dec-2014 | 摘要: | We examine the impact of three classes of Web site functions (foundational, customer-centered, and value-added) upon e-retailer performance. Using secondary panel data for 2007–2009 on operating characteristics of over 600 e-retailers, our econometric analysis finds that only the value-added service functions are positively associated with changes in e-retail sales revenues across time. We also observe a decreasing marginal impact of deploying additional value-added service features. To account for possible alternate explanations, we control for firm- and time-specific fixed effects, merchant types, merchandise categories, and order fulfillment strategies. By further decomposing e-retail sales revenues into Web site traffic, conversion rate, and average order value, we find that Web site functions affect e-retail sales revenues mainly through their impact on Web site traffic. Our investigation demonstrates the empirical research usefulness of the Voss conceptual e-service sand cone model. Our results identify for managers where to focus ongoing e-retailing system development efforts, yet suggest that focusing too many retailing capabilities on exploratory and experimental value-added service features may backfire, potentially leading to worsening e-retailer performance. | 關聯: | Decision Sciences, 45(6), 1159-1186 | 資料類型: | article | DOI: | http://dx.doi.org/10.1111/deci.12105 |
Appears in Collections: | 期刊論文 |
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