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1 Electronic Markets

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3 Electronic Markets Benefits, Costs and Risks Edited By Craig Standing Professor of Strategic Information Management, School of Management, Edith Cowan University

4 Selection and editorial content Craig Standing 2009 Individual chapters contributors 2009 Softcover reprint of the hardcover 1st edition All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act First published 2009 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number , of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin s Press LLC, 175 Fifth Avenue, New York, NY Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries ISBN ISBN (ebook) DOI / This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress

5 Contents List of Tables and Figures Notes on the Contributors vii ix 1 Online Retailing, Electronic Marketplaces and Electronic Collaboration 1 Craig Standing Part 1 Online Retailing 2 Matching E-tailing Strategies to Customers Behaviour: Three Levels of Interaction 11 Bela Florenthal and Aviv Shoham 3 The Customer Perspective of E-Service Quality: An Empirical Study 36 Samar I. Swaid and Rolf T. Wigand 4 Consumer Value within a Click-and-Mortar Construct 62 Paul McElhone and Alison Yacyshyn 5 A Framework of Two Tiers to Enhance Trust in Recommender Systems 84 Avi Noy and Yuval Dan-Gur Part 2 Knowledge Sharing and Electronic Collaboration 6 Barriers to Electronic Clustering 105 Helen Cripps 7 Assessing the Value of Knowledge: A Knowledge Market Perspective 121 Amir Parssian and Craig Standing Part 3 Electronic Marketplaces and Portals 8 The Relationship Between Electronic Marketplace Strategy and Structure 133 Craig Standing and Susan Standing v

6 vi Contents 9 The Use and Perception of E-marketplaces: An Institutional Perspective 160 Craig Standing, Ian Sims and Susan Standing 10 Designing Community into an E-Marketplace 174 Rosemary Stockdale 11 The Role of Trust in the Success and Failure of Regional Internet Community Portals in Promoting SME E-Commerce Adoption 190 Denise E. Gengatharen Index 213

7 Tables and Figures Tables 2.1 Summary of product-related e-tailing strategies Summary of process-related e-tailing strategies Summary of partnership-related e-tailing strategies Factor solution of e-service quality based on exploratory analysis Confirmatory factor analysis Holbrook s typology: a framework for analysis and research Potential click-and-mortar touch points between the retailer and consumer Respondents demographic characteristics Customers and specialty menswear retailer websites Customer loyalty Customer shopping behaviours Customer views of retailer website Customers wants in a retailer website Customers dislikes of retailers websites Examples of recommender mechanisms which use two tiers Cluster development Benefits and drawbacks of ICT adoption Knowledge classification Economic implications of e-marketplace development and participation Relational implications of e-marketplace development and participation Service implications of e-marketplace development and participation Community implications of e-marketplace development and participation Benefits and problems associated with intermediary e-marketplaces Benefits and problems associated with hierarchy e-marketplaces 149 vii

8 viii Tables and Figures 8.7 Benefits and problems associated with consortia e-marketplaces Benefits and problems associated with large group ownership (community) e-marketplaces A summary of the strategic emphasises in e-marketplace structures from the four structures Strategic responses to institutional forces (Oliver, 1991) Strategic-response paths to institutional forces (taken from our research cases) Layers of institutional legitimation Reasons for conformity and non-conformity in use of the e-marketplace Background details of the portals Funding and costs of the portals Features and status of the portals Minutes of towntown.com board meeting 202 Figures 2.1 Three levels of interaction between e-tailers and e-customers Research conceptual model Descriptive statistics of products purchased online Modeling e-service quality as higher order factor Evolution of specialty and deep discount retail A framework of two-tier recommender systems A model of two-tier recommender mechanisms Electronic business s evolution towards collaborative commerce (ARC Grant Application, 2004) The value of knowledge types Corporate memory (Holtham, 1996) Information-knowledge conversion grid Information-knowledge-value grid The knowledge quality framework Five forces model applied to B2B E-marketplaces Key factors in institutional conformity and non-conformity to IT decisions 168

9 Notes on the Contributors Alison Yacyshyn, currently a Visiting Assistant Professor at the University of Alberta School of Business, has a PhD from the Department of Sociology at the University of Western Ontario. Her research interests include Sociology of Health, Aging, Disability, Research Methods and Statistics, and Demography. Amir Parssian is an associate professor of information systems at IE Business School in Madrid. His main areas of research cover knowledge quality assessment, information quality, green IT, and data mining where his work has been published in Management Science and Information Systems Research journals among others. Avi Noy, PhD, is a researcher and an adjunct instructor at the University of Haifa. His research focus is information systems, social computing, online auctions, recommender systems and simulation and gaming, especially in electronic-commerce and educational settings. He received a BSc in Computer Engineering and an MBA from the Technion, Israel Institute of Technology; LLB from the University of Haifa, Israel, and a PhD from the University of Haifa, Israel. Aviv Shoham (PhD Marketing, University of Oregon) is a senior lecturer and marketing department head at the Graduate School of Management at the University of Haifa, Israel. His main research interests are international marketing strategy and international consumer behaviour. His research has been published in numerous journals and conferences, including the Academy of Marketing Science, Journal of International Marketing, and International Marketing Review. Bela Florenthal is Assistant Professor of Marketing, College of Business, Butler University, USA. She has a Ph.D., (Marketing), from Smeal College of Business Administration, Pennsylvania State University. She also has Master of Science in Business Administration, Technion-Israel Institute of Technology, Haifa, Israel. She research interests include e-tailing/ retailing and shopping behaviour, the impact of cultural differences on shopping behaviour, green (Eco-friendly) marketing, and internet technologies and their impact on consumer behaviour. Craig Standing is Professor of Strategic Information Management at Edith Cowan University, Australia. His current research interests are in ix

10 x Notes on the Contributors the areas of electronic markets and mobile commerce. He has published in the European Journal of Information Systems, IEEE Transaction on Engineering Management, Information and Management and European Journal of Operational Research. Denise E. Gengatharen is currently teaching in MIS and Project Management at the School of Management, Edith Cowan University. Her research interests are in the areas of SMEs and e-commerce, e-marketplaces and knowledge management. She is currently on the editorial board of Electronic Markets The International Journal on Networked Business. Dr Helen Cripps was awarded her PhD for research focusing on business relationships and the role of IT in a Marine, Defence and Resources cluster south of Perth. She recently won a state government research contract to continue her research in the marine industry. She currently lectures in the School of Marketing Tourism and Leisure at Edith Cowan University. Prior to entering academia Helen was a practitioner in government economic policy, community development, relationship building and marketing. Helen research interests included adoption and evaluation of IT, business relationships and regional economic growth through clusters and networks. Ian Sims holds professional qualifications as a Chartered Accountant, a CPA with a specialist designation in Information Systems and MCIPS. He has managed complex information systems in both the public and private sectors. Ian has published widely in information systems journals and has presented at international conferences. He is a lecturer at Southern Cross University, Australia, and course coordinator for the Master of Supply Chain Management. Dr. Paul McElhone is the Executive Director of the School of Retailing at the University of Alberta. His research interests include specialty retail environments, customer service and electronic mediums. Paul also teaches Retailing and Channel Management, Selling and Sales Management, and Principles of Real Estate as well as managing McElhone Consulting, an international retail consultancy. Dr. Rolf T. Wigand is Maulden-Entergy Chair and Distinguished Professor of Information Science and Management at the University of Arkansas at Little Rock. He researches information management, electronic commerce and markets, and the strategic deployment of information and communication technology. Current research on vertical IS standards in three industries (mortgage, retail, automotive supplies) as

11 Notes on the Contributors xi well as online gaming behaviour is funded by the National Science Foundation. Rosemary Stockdale is currently senior lecturer in information systems at Massey University in Auckland New Zealand. Rosemary has published widely in leading information systems journals and has presented at international conferences. She is associate editor of the Journal of Systems and Information Technology and is currently researching online health-related support systems. Dr. Samar I. Swaid is an Assistant Professor of Computer Science at Philander Smith College. Prior to being awarded the PhD in 2007, she worked in the IT industry for 10 years. Her research interests are information systems adoption and implementation, e-commerce, and e-health. Her work was published in different conferences and journals. Susan Standing is a research fellow in the School of Management at Edith Cowan University. She is researching the benefits, costs and risks associated with electronic auctions. Other research topics include the managing strategic alliances in the biotechnology sector and mobile technology in the health care sector. Susan has published widely in information systems journals and has presented at leading information systems conferences. Yuval Dan-Gur s professional experience is in planning and monitoring large-scale working plans, managing and integration of high-risk projects and evaluation of new technologies in computers and telecommunication fields. He graduated with a Bsc. in Electrical Engineering from the Technion of Haifa (1987) and an Msc. in Industrial Engineering (Technion, 1996). His research deals with Recommender Systems.