Reducing buyer search costs: implications for electronic marketplaces
Management Science - Special issue: Frontier research on information systems and economics
Frictionless Commerce? A Comparison of Internet and Conventional Retailers
Management Science
Dynamic Conversion Behavior at E-Commerce Sites
Management Science
Measuring the Efficiency of Web Site Traffic Generation
International Journal of Electronic Commerce
International Journal of Electronic Commerce
Buyers' Choice of Online Search Strategy and Its Managerial Implications
Journal of Management Information Systems
The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase
International Journal of Electronic Commerce
A Benchmarking-Based Requirement Analysis Methodology for Improving Web Sites
International Journal of Electronic Commerce
Internet positioning and performance of e-tailers: An empirical analysis
Electronic Commerce Research and Applications
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Web site traffic is a necessary condition for success in Internet retailing. This study empirically tests the effects of e-tailer characteristics and site visibility enhancers on Web site traffic, using data on traffic to top e-tailers from the 2000 holiday season. The results, in contradiction to much of the theoretical literature, suggest that order of entry and off-line advertising are not significant Web site traffic drivers. Media presence, however, turns out to be a very important factor. This is an intriguing finding, because many e-tailers that spent a great deal on advertising at the time of data collection were later forced to exit the market. In light of this finding, e-tailers competing for consumer mind share should recognize media coverage as a viable, although less easily achievable, alternative to more expensive advertising campaigns. Other findings include the importance of quasi-commodity products and larger product assortments as traffic drivers in the electronic marketplace.