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Title: Impact of Value-Added Service Features in e-Retailing Processes: An Econometric Analysis of Web Site Functions
Authors: 莊皓鈞
Chuang, Howard Hao-Chun;Lu, Guanyi;Peng, David Xiaosong;Heim, Gregory R.
Contributors: 資管系
Keywords: E-Retailing;Econometrics;Q-Sort;“Sand Cone” Model;Web Site Functions
Date: 2014-12
Issue Date: 2014-12-26 16:00:47 (UTC+8)
Abstract: 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.
Relation: Decision Sciences, 45(6), 1159-1186
Data Type: article
DOI 連結:
Appears in Collections:[資訊管理學系] 期刊論文

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