Earticle

초록

영어

Differentiation strategies have been suggested as the critical sources of competitive advantage in B2C industry where customers can switch internet shopping mall with one click with virtually no transaction cost. Indeed, competition on low pricing cannot be a viable strategy in B2C industry. Moreover, cultivating customer loyalty to attain profitability is still a challenging task for most internet shopping mall. In this study, we provide empirical analysis results on key managerial variables that indicate the difference between the product categories in terms of customer perception on relative value importance. We first identified comprehensive managerial variables and organized them in terms of customer decision stage. Next, with reference to extant literatures on product characteristics based e-commerce strategy, hypotheses are developed to formalize the customer value differences on the key managerial variables. Empirical testing results indicated that there are significant differences on customer perceived value of the key managerial variables between the product groups. The findings provide useful insight for further study on e-commerce differentiation strategy.

키워드

저자

• 정석인 [ 한양대학교 일반대학원 정보기술경영학과 ]
• 박우성 [ 한양대학교 일반대학원 정보기술경영학과 ]
• 한현수 [ 한양대학교 일반대학원 정보기술경영학과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2025

• 십진분류

  KDC 325 DDC 658