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

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.