E-commerce Site Design, Online Consumer Behavior and Business Value a Doctoral Dissertation Proposal (draft Version)
نویسنده
چکیده
This research consists of three studies that offer an in depth analysis of the impact of e-commerce web site design. The first study examines online consumer behavior – does online consumer behavior follow the process model of purchasing?, can we observe the various motivations for online shopping (e.g., directed buying, hedonic browsing, search and deliberation vs. knowledge building)?, how are these online behaviors instantiated?, does online consumer behavior change over time? If so, how? We develop a theoretical typology of online consumer behavior and test it by uncovering taxonomies of online consumer behavior from clickstream data. The second examines the measurement of the effectiveness e-commerce web site design – how can we conceptualize and measure the effectiveness of an e-commerce web site?, can we identify web site design inefficiencies? For this, we define the concept of web site design efficiency as the degree to which the intended usage of a web site matches a customer’s actual usage given her current shopping goal. We empirically evaluate the effectiveness of an ecommerce web site using data envelopment analysis (DEA) on clickstream data. Finally, the third study investigates the business value of e-commerce site design – does web site design efficiency translate into business value?, what are the sources of business value created? We empirically assess the business value of web site design efficiency on process level measures as well as on customer value using clickstream data.
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