Authors: Youlong Zhuang, Albert L. Lederer, Terry L. Childers
Addresses: Department of Computer and Mathematical Sciences, Columbia College, 1001 Rogers Street, Columbia, MO 65216, USA. ' Gatton College of Business and Economics, University of Kentucky, Lexington, KY 40506-0034, USA. ' Gatton College of Business and Economics, University of Kentucky, Lexington, KY 40506-0034, USA
Abstract: Business-to-consumer e-commerce is increasing rapidly, thus prompting researchers and managers to speculate about the e-commerce strategies retailers apply. This study used a web-based survey to identify the benefits of 458 retail sites. Cluster analysis found Cost Leadership and Differentiation strategies. Differentiation followers realised profit through their site by emphasising Customer Service benefits, while Cost Leadership followers realised it through Market Expansion. Neither group achieved greater profit. The research thus contributes by showing that different e-commerce strategies lead to different benefits. It thus provides a basis for future study of the differences between the outcomes from e-commerce strategies.
Keywords: electronic commerce strategies; business strategies; B2C; retailing; business-to-consumer; e-commerce; electronic business; e-business.
International Journal of Electronic Business, 2006 Vol.4 No.6, pp.445 - 462
Published online: 15 Dec 2006 *Full-text access for editors Access for subscribers Purchase this article Comment on this article