Cluj-Napoca Marketing Conference 2011

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

Cluj-Napoca Marketing Conference 2011

by Ciprian Adam on Oct 28, 2011

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Cluj-Napoca Marketing Conference 2011 — Presentation Transcript