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|Title: ||Impact of value-added features in e-retailing processes: An econometric analysis of website functionality|
Chuang, Howard Hao-Chun;Lu, Guanyi;Peng, David X.;Heim, Gregory R.
|Keywords: ||E-retailing, econometrics;Q-sort, sand cone model;website functions;e-service|
|Issue Date: ||2015-11-02 17:20:17 (UTC+8)|
|Abstract: ||We examine the impact of three classes of website 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 website traffic, conversion rate, and average order value, we find that website functions affect e-retail sales revenues mainly through their impact on website traffic. Our investigation demonstrates the empirical research usefulness of the Voss (2003) 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: ||http://dx.doi.org/10.1111/deci.12105|
|Appears in Collections:||[科技管理與智慧財產研究所] 期刊論文|
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