Matching E-tailing Strategies to Customers’ Behavior: Three Levels of Interaction

Although a growing body of research is developing to address the different e-business practices in the electronic marketplace, e-tailing strategies have only been investigated as part of the study of general e-business strategies. However, researchers recognise that innovative and unique modes of e-tailing operations have emerged in recent years. Therefore, this paper introduces an organising framework that categorises the strategies of e-tailers on three levels of interaction: product, process, and partnership. The framework also addresses the perceptions and preferences of customers in relation to e-tailing strategies. Based on the proposed framework, research opportunities and lessons for practitioners are suggested.