Traffic-based industry map of e-commerce
by Yung-Chen Hung, Yi-Cheng Liu
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 3, No. 4, 2006

Abstract: In this research, we conduct an empirical analysis of web traffic and digital power in different countries based on global e-commerce. During the experiment, we propose a digital indicator and use the indicator to determine industry power in different countries. This paper describes a method and a series of indicators for analysing the e-commerce industry. We create the Personal Reach per Day (PRD), Personal Page views per Day (PPD) and Global Traffic Score (GTS) indicators to calculate the e-commerce power of each nation. We propose a traffic-based method to estimate the global reach and Page views of websites that provides an aggregated view of e-commerce activity. We also adopt a general approach to categorise business models according to the different e-commerce sectors – B2C, B2B and C2C. With regard to nations, sectors and business models, we surf around traffic-rating websites and generate graphs based on numerical data extracted from the websites. Finally, we present experimental results showing the performance of different nations and categories in our industry map of e-commerce.

Online publication date: Thu, 08-Mar-2007

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