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Cluj-Napoca Marketing Conference 2011

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ecommerce, online marketing, risk factors, adoption factors, ecommerce-online marketing relationship

ecommerce, online marketing, risk factors, adoption factors, ecommerce-online marketing relationship

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Cluj-Napoca Marketing Conference 2011 Cluj-Napoca Marketing Conference 2011 Presentation Transcript

  • Influence of adoption factorsand risks on ecommerce andonline marketingCiprian Adam, lecturer, PhDWest University of Timisoara, Faculty of Economics and Business AdministrationCluj-Napoca, 2011
  • Literature review Managerial implications Research methodology Results ConclusionsTopics
  • Redefining competitive advantageEcommercefundamentals Rethinking business strategy Review traditional models of business and generate revenues Redesigning the organization and website Reinventing customer service
  • Natural evolution vs. Disruptive revolutionCustomization & Strategic value Online experiences [+] / [—]
  • Research methodology Ecommerce adoption factors EAF Ecommerce and online Ecommerce and online I1[A1-2;B1-2] marketing assessment EMA marketing relationship Ecommerce adoption risks EAR I3[A1-3;B1-3] EAF I1A/B1 I3A/B1 EMA EOP EAR I1A/B2 I3A/B2 I3A/B3 OMI EOM Online shops | A External online consultants | B
  • H1. There is a positive correlation between risk factors and determinants of ecommerce adoption and attitudes towards ecommerce and online marketing Kauffman & Walden (2001); Chong (2005); Karakaya & Stahl (2009)H2. There is a positive correlation attitudes towards ecommerce and online marketingand the relationship between them Lager (2009); Williams et al. (2009); Yeo (2010); Hong (2009); Dillon et al. (2005)
  • Survey sampling pretested 5 online experts & 7 academic researchers non-probabilistic sampling two perspectives: internal (127) & external (91), all Romanians channels used for promotion: professional networks; Romanian Ecommerce Hall of Fame 2010 website; Liviu Taloi’s ecommerce Yahoo group; other (Facebook, Twitter, targeted blogs Zelist)internal perspective (127)1. owner/partner/general manager;2. marketing/sales/PR/communication/logistics/IT manager;3. internal consultantexternal perspective (91)1. external online consultant/expert/agency;2. ecommerce or/and online marketing passionate/blogger/affiliate
  • Survey sampling Online shops profile
  • Survey sampling
  • Online shops profileBusiness relationship, no. of employees, market coverage, age of business
  • Online shops profile [2] IT&C Fashion House&Garden Babies, Children&Toys Health&Beauty Categories of online shops at Romanian Ecommerce Hall of Fame 2010
  • Online shops profile [3] Turnover, market share, net profit, average order value, number of clients evolution
  • Ecommerce and online marketing perceptions
  • Ecommerce and online marketing perceptions | online shopsEffective organic search& PRSocial mediaengagementCustomer-centricity,search & supportfacilities
  • Ecommerce and online marketing perceptions | external consultantsEffective organic search& PRSocial mediaengagementCustomer-centricity,search & supportfacilities
  • Ecommerce adoption risks
  • Ecommerce adoption risks | online shopsCompetitionLack of onlinemarketing specialistMissed opportunities(search marketing,email marketing)
  • Ecommerce adoption risks | external consultantsLack of onlinemarketing specialistLack of clear onlineobjectives
  • Ecommerce—online marketing relationship
  • Operational practices in ecommerce | online shopsCustomizationopportunitiesUse social mediaImportance of productreturns&refunds policyComments&reviews areimportantComprehensive&qualityinformation for clients
  • Operational practices in ecommerce | external consultantsCustomizationopportunitiesImportance of productreturns&refunds policyComprehensive&qualityinformation for clientsCustomer retention >attracting customers
  • Innovation in ecommerce | online shops
  • Innovation in ecommerce | external consultants
  • Ecommerce—online marketing | online shops
  • Ecommerce—online marketing | external consultants
  • Ecommerce—online marketing relationship | online shops Online shops with moderate turnover increases offered customized experiences. [χ2 = 80,003; B coefficient = 0,718] Online shops with moderate turnover increases confirm an increase in using social media. [χ2 = 40,748; B coefficient = 0,593] No correlation between increase of social media opportunities (adoption factor) and ecommerce platform facilities to implement online marketing decisions. [χ2 = 16,723] No correlation between facilities integration and innovation in terms of social media and online PR. [χ2 = 29,322]
  • Ecommerce—online marketing relationship | online shops [2] Not having specific online objectives did not influence the turnover decrease or increase. [χ2 = 20,555]Online shops with moderate turnover increases confirmed existence of ecommerce know-howinside the company. [χ2 = 86,716; B coefficient = 0,730]Online shops with moderate turnover increases agreed online payments acceptance is anecommerce adoption factor. [χ2 = 35,500; B coefficient = 0,567] No correlation between the security of online payments (3D Secure, adoption factor) an ecommerce platform facilities to implement online marketing decisions. [χ2 = 7,612] No correlation between influence of structured experiments (AB, MVT) and turnover evolution. [χ2 = 17,422]
  • Hypothesis testing results Hypothesis Non-standardized Statistics Significance level Result coefficient value p B t I1A1 .529 5.331 .000 Accepted I1A2 .150 1.714 .091 Rejected I1B1 .585 4.949 .000 Accepted I1B2 .002 .013 .990 Rejected Hypothesis Non-standardized Statistics Significance level Result coefficient value p B t I2A1 .189 1.614 .112 Rejected I2A2 .837 5.441 .000 Accepted I2A3 .740 4.358 .000 Accepted I2B1 .239 2.131 .039 Accepted I2B2 .585 4.485 .000 Accepted I2B3 .367 2.408 .021 Accepted
  • Scale reliability Construct Code Cronbach’s Alpha Number of online shops | consultans items Ecommerce and online marketing assessment EMA .778 | .761 10 Ecommerce adoption factors EAF .805 | .742 10 Ecommerce adoption risks EAR .870 | .690 9 Ecommerce operational practices EOP .716 | .638 11 Online marketing innovation OMI .882 | .829 10 Ecommerce influence on online marketing EOM .891 | .832 8
  • Validated research model EAF EMA OMI EOM Online shops | A EOP EAF EMA OMI EOM External online consultants | B
  • Managerial implications. Conclusions.Lack of a structured approachLack of using essential tools and methods for measuring online marketing performanceLow level of professionalizationAddressing online operational marketing decisions without a medium and long-term orientationLimited innovation in online marketing activitiesInappropriate degree of integration between ecommerce and online marketing
  • thank you.ciprian adamwest university of timisoaraciprian.adam@ebig.biz