Online Promotion of the E-Commerce Websites in Retail Market in China: An Empirical Study

Online Promotion of the E-Commerce Websites in Retail Market in China: An Empirical Study

Xiaoning Zhu (School of Economic and Management, University of Sciences & Technology Beijing, Beijing, China), Qun Zhang (School of Economic and Management, University of Sciences & Technology Beijing, Beijing, China), Lingping Zhang (School of Economic and Management, University of Sciences & Technology Beijing, Beijing, China) and Jiaqin Yang (Department of Management, Georgia College & State University, Milledgeville, GA, USA)
Copyright: © 2013 |Pages: 18
DOI: 10.4018/jeco.2013040103
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Abstract

For companies to take full advantage of the potential offered by the Web, it is essential that their e-commerce websites be prepared and organized in highly usable manner. Companies with better website quality will save time and money, promote customer satisfaction and continued business, and gain an advantage over their competitors. This paper investigates the current issues and challenges for the top 10 B2C e-commerce websites in terms of promoting and marketing their products and services in China. AHP and Fuzzy TOPSIS are employed to evaluate the quality of these websites from the website design, transmission speed, popularity of the website, information quantity and the service quality. The managerial implications and suggestions for future research are also discussed.
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2. Literature Review

E-commerce can be described as “any form of business transaction in which the parties interact electronically rather than by physical exchanges or direct physical contact” (Ecom, 1998), and is generally classified as B2B, B2C, C2C and C2B e-commerce (Madu & Madu, 2002). Jennifer et al. (2003) argue that B2B e-commerce seems to be driven by global forces, whereas B2C seems to be more of a local phenomenon. While along with the advancement of information technology, there are increasingly online customers buying products on the e-commerce websites. Many related researches have been done on improving effectiveness of the e-commerce websites (Thorleuchter & Poel, 2012; Li & Li, 2011; Nielsen, 1999; Nielsen & Tahir, 2001).However, a study by Elliot and Fowell (2000) show that the online customers have been relatively frustrated with the quality of the websites they visited.

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