Electronic Commerce Market Research Articles

A Study on the Usability of Brand Fanpages in the Global Electronic Commerce Market

글로벌 브랜드 팬페이지는 전자상거래 시장에서 대중적인 마케팅 커뮤니케이션 채널로 각광받고 있음에도, 아직까지 실무에 적용될만한 연구들은 그리 많지 않아 보인다. 본 연구는 기존의 연구들이 혼용하여 왔던 브랜드 팬페이지와 온라인 커뮤니티를 구분하여 살펴봄으로써, 팬페이지의 특성을 반영한 연구모델을 제시하고자 하였다. 연구모델을 통해 본 연구는 팬페이지 동일시를 유발하는 이용자들의 참여동기가 무엇인지 살펴보았으며, 동일시 수준에 따른 소비행동의 방향을 팬페이지 측면과 브랜드 측면에서 구분하여 실증하였다. 검증결과, 팬페이지 참여동기에 따른 팬페이지 동일시는 사회적 참여동기가 개인적 참여동기 보다 전반적으로 높은 영향력 값을 나타냈다. 또한 팬페이지 동일시는 팬페이지 몰입 보다 브랜드 애착에 더욱 높은 영향력을 미친다는 것을 본 연구결과를 통해 확인할 수 있었다. 아울러 이용자들의 특성을 적극참여자와 단순참여자로 구분하여 경로간의 차이검정을 실시하였으며, 차이검정에 따라 세분시장 별로 요구되는 실무적 시사점들을 제시하였다.Although brand fan pages are attracting attention as a popular marketing communication channel, there are not many studies that can be applied in practice. This study aims to present a research model that reflects the characteristics of fan pages by distinguishing between brand fan pages and online communities. This study examined the participation motive of consumers in fanpage identification through research model and demonstrated the direction of consumption behavior according to identification level by distinguishing between fanpage and brand. As a result of the verification, when the fan page was identified according to the fan page participation motive, the social participation motive showed an overall higher value than the personal participation motive. In addition, the results of this study confirm that fan page identification has more influence on brand attachment than fanpage engagement. Moreover, the characteristics of users are divided into active participants and simple participants, and applied to comparative analysis. Therefore, this study verified the significant differences between paths and suggested the practical implications required for each subdivision market.

Analysis of the current state of development of electronic commerce market in Ukraine

The object of research is the e-commerce market. The development of e-commerce allows to carry out business activities on a global scale, to offer enterprises goods and services regardless of spatial and temporal constraints, to reduce the costs of conducting and maintaining operations. This, respectively, allows to reduce prices and get a leading position in the global market. One of the problem areas is identification of those trends that have developed in foreign markets, which of this at the moment is in Ukraine. And, accordingly, what kind of experience can be adopted by them in order to more actively introduce the sphere of electronic commerce in all areas of economic activity. The analysis of the approaches to the definition of the concept of «electronic commerce» is carried out, the state of legislative regulation of the e-commerce sphere is determined at both the global and national levels. It is determined that, based on the interaction of business entities in the Internet environment, various types of e-commerce can be distinguished, the main participants of which are consumers, business and government. Statistical analysis of the development of e-commerce in the world has proved that today this area is rapidly increasing its volumes. The world leaders, of course, are the countries that have the highest level of implementation of information technologies in all areas of activity, however, Ukraine has become Europe’s leader in the development of e-commerce. It is proved that Ukraine has the potential to expand the influence of e-commerce companies. Since the Internet is still not used by 35 % of the population, and a large number of users prefer foreign services due to distrust of national enterprises and an imperfect legislative base. In addition, Ukrainian companies are mainly based on the principles of the «business-to-consumer» model, which, accordingly, enables other enterprises to occupy those market segments in which services are not offered at all through e-commerce services.

Method of extracting appliance pricing factors in e-commerce

Due to the spread of the Internet and the appearance of smartphones, the size of electronic commerce (EC) market has been growing steadily over the last few years. Despite the tendency that commodity prices generally decline over time, purchase and selling prices in EC business rise and decline according to the supply-demand situation from time to time. This paper investigates the actual purchase and sales data of a certain product sold by an EC business operator and classifies data by using clustering method. Analyzing the results, we extract factors which fluctuate and determine the price in EC market.

A comparative analysis of electronic service quality in the online open market and social commerce: the case of Korean young adults

Past research has revealed that the social commerce market has become both a new opportunity and a threat for companies. However, these studies analyzed the correlation for just one business model and provided inconclusive suggestions. We contribute to fill this gap in the electronic service quality literature by comparing two distinct electronic commerce models: the online open market and social commerce. Using the Kano model and analytic hierarchy process analysis, we empirically investigate 397 young adults in Korea who have experience in using both the online open market and social commerce. The results indicate that (1) the classification and priorities of the two kinds of e-commerce differ and (2) it is worthwhile to consider addressing specific strategies for different business models in order to improve the service quality of the electronic commerce market. We also discuss the main contributions of our research and the implications for managers in terms of improving electronic service quality.

Analysis of the Performance of Electronic Commerce in Ukraine

The current phase in the development of economic relations is characterized by the high level of informatization. The rapid science & technology advancement in information and communication technologies pushes up the development of consumption, industry and trade, and lays the background for new forms of economic relations. Electronic commerce is an advanced area of business. Taking advantages from electronic trade, organizations can: considerably reduce financial and time resources, enhance competitiveness, enter new markets, obtain supplementary information on consumer needs, and rapidly respond on the changing demand. Many companies take advantage from electronic commerce and set up pre-sales and after-sales services.
 Today, the Ukrainian market of electronic commerce is undergoing rapid expansion. The objective of the study is to analyze the expansion dynamics of electronic commerce by Ukrainian region and find the latest tendencies in this industry. The analysis is made by statistical data on Internet use in Ukraine. The overall performance of electronic commerce in Ukraine lags far behind the analogous figures of Western countries. Negative effects of the economic crisis, lack of high performing telecommunication networks in a number of Ukrainian regions, and limited use of advanced electronic payment systems hampered the development of the electronic market in Ukraine, and still hamper it in some way. Yet, due to ICT solutions, the environment for electronic commerce, in which the increasing demand pushes up the supply, have recently been improved.
 The method for studying the electronic commerce performance by Ukrainian region by use of the dynamic personified matrix is proposed. On its basis the ranking of Ukrainian regions is built, the regions with the highest performance in electronic commerce are identified, performance trends are analyzed. It is found that the electronic commerce market is concentrated mainly in large cities that are regional centers. The reason behind is that provider firms and firms rendering hosting services are concentrated in large cities, whereas small towns and villages have no access to high quality connection. Therefore, the development of advanced telecommunications market is supposed to contribute to the expansion of the electronic commerce market, enabling to take full advantage from the Ukrainian potential in electronic trade and enhance the competitiveness of Ukrainian business.

Not all seals are equal: An experimental investigation of the effect of third-party seals on purchase probability in electronic commerce

Many online retailers display third-party seals on their website in order to signal their trustworthiness to potential customers. However, it is unclear whether and under what conditions such seals are effective in raising purchase probability. This article adds to the literature by testing and comparing the efficacy of two third-party seals. Both seals are common in the European electronic commerce market, but their dissemination differs vastly. Results from an online laboratory experiment with 300 subjects show that the two seals are not effective on average. However, this result is driven by the low-dissemination seal; its insignificant effect masks the high-dissemination seal's positive effect on purchase probability. Hence, evaluating third-party seals based on their average effect can be misleading. These results have important implications for electronic commerce research, consumer policy, online retailers, seal providers, and market analysts.

Research on the Electronic Commerce Market Survey Based on Normalization Kernel Principal Component Analysis

As a new kind of consumption mode, the online group buying is familiar to consumers and many consumers adopt this new consumption mode. We can conclude online consumption as one of the electronic commerce. Electronic commerce is known as utilization of computer technique, network technique and telecommunication technique to achieve the entire electronic commerce (business transactions) process electronically, digitally and networked. From the view of the consumption patterns, the online group buying(so called electronic commerce) can be divided into the simple online shopping mode and the mode which combine the online shopping and the entity shopping (that is, O2O mode). Though the domestic E-commerce industry starts later, it develops very quickly. However, the unbalanced development among the different regions results the imbalance of the online group buying market development. Therefore, it is necessary to survey the online group buying market. In this paper, we put forward an improved principal component analysis method- normalization principal component analysis method. This method transforms the negative index and the neutral index into the positive index. And it also transforms the positive index that the index value exists negative values into the index value that the positive indexes are all the positive values. Then it can score these indexes. The experimental results show that the method is feasible and effective.

Improvisational Capabilities in e-Commerce Adoption: A Multiyear Comparison

Electronic commerce is changing the way firms conduct business. Since the market of electronic commerce has grown exponentially but changes constantly, firms have no choice but to act when faced with uncertainty. This study applies the organizational information processing theory to investigate if the fit between the firms’ outside environment and inside ability enhance business performance, which is electronic commerce processing needs and electronic commerce processing capability. More precisely, the mediation effects of improvisational capabilities were examined, for the fit concept, on performance. A three-year data sample from a survey completed by the chief information officer or a senior information systems manager from the largest 5,000 corporations in Taiwan is analyzed. The results indicate that e-commerce processing needs positively affect improvisational capabilities, which then spurs internal processes performance, encourages learning and growth, elevates customer satisfaction, and increases financial performance.

Analysis on Sport Consumption Behavior under the Environment of E-Commerce

This paper aims to provide the recommendations for the development of sport electronic commerce and sport market operation under the electronic commerce times, with introducing into sports electronic commerce and discussing the develop condition and environment of sport electronic commerce.

Research Intelligent Precision Marketing of E-commerce Based on the Big Data

This paper analyzed and summarized the development path of electronic commerce marketing based on the big data; the related aspects of intelligent marketing framework has been designed combined with smart technology; and describes its functional structure and operational processes. Taking into account the differences between e-commerce and traditional retail industry; constructed RFMA model combined with characterizes of the electricity suppliers, by means of k-means clustering to achieve the client's precision division. Finally, verified the model of marketing by a c2c transaction data, clarify this model could develop precise marketing strategies to deal with the challenges posed by big data has some significance.

전자상거래에서 신뢰의 이차원성

Due to the wide use of internet, electronic commerce market is gradually increasing but consumers still conceive various transaction-related problems. Various studies argue that those problems are obstructing trust in electronic commerce. Most studies on electronic commerce address that trust is measured as a Single dimension in which factors obstructing trust are same as those of increasing distrust. However, this study doesn't view trust as a single dimensional level but understands trust and distrust are bidimensional. This study also holds a viewpoint that they are influenced by different antecedents. According to the results of empirical analysis, the antecedents of trust have a significant explanatory power to trust and those of distrust have it to distrust. Other relations among the notions of trust and distrust, perceived risk and purchase intention as depicted in the research model are all statistically significant except the relation between distrust and purchase intention. This study shows a strong evidence of the bidimensionality of trust with separate antecedents.

What signal are you sending? how website quality influences perceptions of product quality and purchase intentions

An electronic commerce marketing channel is fully mediated by information technology, stripping away much of a product's physical informational cues, and creating information asymmetries (i.e., limited information). These asymmetries may impede consumers' ability to effectively assess certain types of products, thus creating challenges for online sellers. Signaling theory provides a framework for understanding how extrinsic cues ᾢ signals ᾢ can be used by sellers to convey product quality information to consumers, reducing uncertainty and facilitating a purchase or exchange. This research proposes a model to investigate website quality as a potential signal of product quality and consider the moderating effects of product information asymmetries and signal credibility. Three experiments are reported that examine the efficacy of signaling theory as a basis for predicting online consumer behavior with an experience good. The results indicate that website quality influences consumers' perceptions of product quality, which subsequently affects online purchase intentions. Additionally, website quality was found to have a greater influence on perceived product quality when consumers had higher information asymmetries. Likewise, signal credibility was found to strengthen the relationship between website quality and product quality perceptions for a high quality website. Implications for future research and website design are examined.

The Application Of Neyman-Pearson Methodology To The Estimation Of Web Advertising Viewers

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-size: 10pt;"><span style="font-family: Times New Roman;">As electronic commerce continues to expand as a medium of choice in transaction markets, issues of advertising effectiveness and exposure have become increasingly salient. While the literature is replete concerning levels of exposure for more traditional forms of advertising and commerce, the extension of much of this work to the electronic commerce market is limited, despite the wealth of online tracking information that does not exist in more traditional markets.<span style="mso-spacerun: yes;">  </span>This manuscript addresses this limitation by considering the important issue of estimating advertisement exposure for “banner” or “target” advertisements within electronic commerce through the utilization of standard Neyman-Pearson statistical methodology.</span></span></p>

What Signal Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions

An electronic commerce marketing channel is fully mediated by information technology, stripping away much of a product's physical informational cues, and creating information asymmetries (i.e., limited information). These asymmetries may impede consumers' ability to effectively assess certain types of products, thus creating challenges for online sellers. Signaling theory provides a framework for understanding how extrinsic cues ᾢ signals ᾢ can be used by sellers to convey product quality information to consumers, reducing uncertainty and facilitating a purchase or exchange. This research proposes a model to investigate website quality as a potential signal of product quality and consider the moderating effects of product information asymmetries and signal credibility. Three experiments are reported that examine the efficacy of signaling theory as a basis for predicting online consumer behavior with an experience good. The results indicate that website quality influences consumers' perceptions of product quality, which subsequently affects online purchase intentions. Additionally, website quality was found to have a greater influence on perceived product quality when consumers had higher information asymmetries. Likewise, signal credibility was found to strengthen the relationship between website quality and product quality perceptions for a high quality website. Implications for future research and website design are examined.

Customer segmentation of multiple category data in e-commerce using a soft-clustering approach

The segmentation of online consumers into multiple categories can contribute to a better understanding and characterization of purchasing behavior in the electronic commerce market. Online shopping databases consist of multiple kinds of data on customer purchasing activity and demographic characteristics, as well as consumption attributes such as Internet usage and satisfaction with services. Information about customers uncovered by segmentation enables company administrators to establish good customer relations and refine their marketing strategies to match customer expectations. To achieve optimal segmentation, we developed a soft clustering method that uses a latent mixed-class membership clustering approach to classify online customers based on their purchasing data across categories. A technique derived from the latent Dirichlet allocation model is used to create the customer segments. Variational approximation is leveraged to generate estimates from the segmentation in a computationally-efficient manner. The proposed soft clustering method yields more promising results than hard clustering and greater within-segment clustering quality than the finite mixture model.

Electronic Commerce and Electronic Marketing in Agricultural Markets

Commerce is generally acknowledged as the interchange of merchandise on large scale between nations or individuals. Electronic commerce enables more customer input to influence agricultural marketing decisions. As competition intensifies across agricultural sectors, it becomes more important for employees to be well informed of coporate and marketing objectives. Intranets have a key role to play in effective internal marketing. The Internet does have a significant non-selling function for agricultural sector and not-for-profit organizations, especially in terms of information exchange, communication and online customers services. This study aimed at understanding the use of the Internet and the marketing strategies adopted for electronic commerce implementation.

The Situation of Electronic Commerce Marketing in Mousl City with the Application on Some Computers Traders

The electronic commerce has become a term exceed more than any expectation. The modern form emergence has recently co occurred for eight years ago constituted a very important position however to the academic and commercial spheres to be highly level. In fact there are many tools to the users of communications locality or internationally may be well observed studying. This is because of the applicability in the electronic commerce in Mosul City. The current research tries to focus on the best practices, and seek the situation of the electronic commerce idiosyncrasy market, because the dealers in the market are in the epistemic level from electronic commerce field and communications generally. This may lead to overcome the current idea that there is no modern practice of application in the field of communications and commercial treatment in Mosul City. .

E-COMMERCE CONSULTING SERVICES: THE NEW MODEL

The theoretical aspects of electronic commerce and consulting are considered in this article, a new model of cooperation of participants of market of electronic commerce is offered, as it applies to providing of consulting services.

Implications of growing electronic commerce for freight transportation: A case study of the United States

Recent advancements in information and communication technologies have led to the rapid growth of electronic commerce market. In the United States, e-commerce retail sales for 2002 reached $45.6 billion, indicating an increase of 26.9% from 2001 while total retail sales increased 3.1% during the same period. Although e-commerce sales account for only 1.4% of total sales in this country, forecasts show that the magnitude of digital economy will continue to expand. The logistical requirements of e-commerce goods that extend to each customer's address stimulate greater complexity in traditional supply chain management, potentially causing higher costs for freight supply chain participants. To harness the economic potential of e-commerce, it is important to encourage the development of a freight transportation system that will support its steady growth, while avoiding the possible negative effects from the changes in freight transportation. Due to the intrinsic nature of e-commerce goods, advances in home delivery have the potential to promote the growth of e-commerce as well as to create sustainable urban freight transportation systems. Based on the case study of the United States, this paper presents an in-depth discussion of the key challenges arising in home delivery operations, and proposes potential solution strategies that will lead to more efficient and reliable home delivery systems.

A recommender system using GA K-means clustering in an online shopping market

The Internet is emerging as a new marketing channel, so understanding the characteristics of online customers' needs and expectations is considered a prerequisite for activating the consumer-oriented electronic commerce market. In this study, we propose a novel clustering algorithm based on genetic algorithms (GAs) to effectively segment the online shopping market. In general, GAs are believed to be effective on NP-complete global optimization problems, and they can provide good near-optimal solutions in reasonable time. Thus, we believe that a clustering technique with GA can provide a way of finding the relevant clusters more effectively. The research in this paper applied K-means clustering whose initial seeds are optimized by GA, which is called GA K-means, to a real-world online shopping market segmentation case. In this study, we compared the results of GA K-means to those of a simple K-means algorithm and self-organizing maps (SOM). The results showed that GA K-means clustering may improve segmentation performance in comparison to other typical clustering algorithms. In addition, our study validated the usefulness of the proposed model as a preprocessing tool for recommendation systems.