Strategic determinants of Web site traffic in on-line retailing

Ralitza Nikolaeva

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)113-132
Number of pages20
JournalInternational Journal of Electronic Commerce
Volume9
Issue number4
Publication statusPublished - Jun 2005
Externally publishedYes

Fingerprint

Web sites
Retailing
Commodities
Internet retailing
Product assortment
Advertising campaign
Holidays
Exit
Media coverage
Electronic marketplace
Visibility
Factors
Order of entry
Data collection

Keywords

  • First-mover advantage
  • On-line retailing
  • Publicity
  • Web site traffic

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics

Cite this

Strategic determinants of Web site traffic in on-line retailing. / Nikolaeva, Ralitza.

In: International Journal of Electronic Commerce, Vol. 9, No. 4, 06.2005, p. 113-132.

Research output: Contribution to journalArticle

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