The Adoption of the Internet by Retailers: A New Typology of Strategies

摘要

The rapid growth of consumer Internet access and online shopping and the potential benefits of the Internet for traditional retailers have led to a growing body of literature on the adoption of business-to-consumer (b2c) e-commerce by traditional retailers. Most of this literature primarily focuses on two stages of b2c e-commerce adoption, that is, the adoption of an information-only strategy and the exploitation of online sales. However, as some authors point out, within these main stages more Internet strategies can be discerned. For example, websites without online sales can differ in respect to the product information that is displayed, or the possibility of interaction via the website between a retailer and his (potential) customers. Online sales strategies may differ in the linkages that exist between the website and a retailer's physical outlet(s) and the resemblance between both channels. Few exceptions aside, no empirical research has been conducted about b2c e-commerce adoption using a detailed classification of Internet strategies. The few empirical studies that exist are mainly descriptive case studies.