Deriving Web Usage Strategies for Online Sales: A Decision Framework and Empirical Exploration

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The primary objective of this paper is to explore possible web usage strategies for online direct sales. For this purpose, this paper proposes a framework that can help managers to utilize their web site as a sales channel. This framework is, based on two factors: (i) channel conflict and (ii) web appropriateness. Sixty-three Korean firms across 13 industries are selected as the sample base for an empirical investigation. Our analysis results suggest four web usage strategies. The channel relationship enhancement strategy attempts to strengthen relationships with existing off-line sales channels. The emphasis of the customer relationship enhancement strategy is on the organization-to-customer relationship via the web. Collaborative transformation focuses on the use of a web-based sales channel via collaboration with existing channel partners. Quick transformation results in an aggressive and quick transformation into an online channel. Our findings are more likely to help managers to formulate web usage strategies that can lead to competitive advantages.
Publisher
Elsevier
Issue Date
2010-05
Keywords

Electronic commerce; Web usage strategy; Channel conflict; Web appropriateness; Cluster analysis

Citation

Expert Systems with Applications: An International Journal, Vol.37, No.5, pp.3695-3705

ISSN
0957-4174
DOI
10.1016/j.eswa.2009.11.057
URI
http://hdl.handle.net/10203/25260
Appears in Collection
KSIM-Journal Papers(저널논문)

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