Online Promotion of the E-Commerce Websites in Retail Market in China: An Empirical Study

被引：1

作者：

Zhu, Xiaoning ^{[1
]}

Zhang, Qun ^{[1
]}

Zhang, Lingping ^{[1
]}

Yang, Jiaqin ^{[2
,3
]}

机构：

[1] Univ Sci & Technol Beijing, Sch Econ & Management, Beijing, Peoples R China

[2] Georgia Coll, Dept Management, Milledgeville, GA 31061 USA

[3] State Univ, Milledgeville, GA USA

来源：

JOURNAL OF ELECTRONIC COMMERCE IN ORGANIZATIONS | 2013年 / 11卷 / 02期

关键词：

Business to Consumer (B2C) E-Commerce; Empirical Study; Fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS); Online Promotion; Retail Market;

D O I：

10.4018/jeco.2013040103

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

For companies to take full advantage of the potential offered by the Web, it is essential that their e-commerce websites be prepared and organized in highly usable manner. Companies with better website quality will save time and money, promote customer satisfaction and continued business, and gain an advantage over their competitors. This paper investigates the current issues and challenges for the top 10 B2C e-commerce websites in terms of promoting and marketing their products and services in China. AHP and Fuzzy TOPSIS are employed to evaluate the quality of these websites from the website design, transmission speed, popularity of the website, information quantity and the service quality. The managerial implications and suggestions for future research are also discussed.

引用

页码：23 / 40

页数：18

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