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Strategies for enhancing consumer interaction in electronic retailing
Tekniksa högskolan, Stockholm.
2001 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

During recent years, the potential for electronic commerce via the Internet has been intensively discussed. A strong vision of e-commerce as a business with great potential has been established. In the mean time different signs of problems in connection with e-commerce have been observed. The comprehensive empirical material concerning consumers’ impressions and experiences of e-commerce indicates that important qualities in the business are missing. This dissertation seeks to examine the potential for e-commerce by identifying and analysing factors that are important for the consumers in making use of the new medium. Based on the results obtained, new systems and strategies that could facilitate the interaction between e-trading companies and consumers are discussed. The study starts with the identification of five factors that affect the consumer’s possibilities of making use of the products and services in an e-commerce environment. The factors are: Attention, experiences, Social interaction, Physical contact with the products, and Consumer trust. Three strategies with the aim to improve the interaction between consumers and e-trading companies are proposed, based on the analysis. The strategies are developed and examined in six research papers forming the basis of this dissertation. Three papers discuss the use of personalization systems and autonomous agents in e-commerce. These contribute to the formation of a strategy called Analytical technology. One paper deals with the study of an advanced multimedia user interface distributed by means of a broadband portal. The strategy behind this is called the Hypermedia interface. Two papers discuss the combination of different retailing channels arranged in close connection. The proposed strategy is named Multi-Channel Retailing. The results of the studies indicate that all three strategies can give important contributions to the establishment of ease-of-use in e-commerce. The Multi-Channel Retailing strategy seems to be the most useful strategy in the short run. This is due to the fact that the necessary infrastructure already exists. The Analytical technology strategy and the Hypermediacy interface strategy have the potential to become important strategies in the future of e-commerce. However, a more common implementation cannot be expected until these systems have been further developed. Key words: e-commerce, consumers, interaction, autonomous agents, personalization, hypermedia interface, broadband, multi-channel retailing.

Place, publisher, year, edition, pages
Stockholm: KTH, Royal Institute of Technology , 2001. , 170 p.
National Category
Media and Communication Technology Human Aspects of ICT
Identifiers
URN: urn:nbn:se:su:diva-84381ISBN: 91-7283-194-4 (print)OAI: oai:DiVA.org:su-84381DiVA: diva2:580042
Opponent
Supervisors
Available from: 2012-12-21 Created: 2012-12-20 Last updated: 2012-12-21Bibliographically approved
List of papers
1. Using autonomous agents in Internet marketing: A discussion on subjective product characteristics in agent assisted trade
Open this publication in new window or tab >>Using autonomous agents in Internet marketing: A discussion on subjective product characteristics in agent assisted trade
1998 (English)In: Technologies for the Information Society: Developments and Opportunities / [ed] Roger, J. Y., Stanford-Smith, B., Kidd, P.T., Amsterdam: IOS Press, 1998, 225-232 p.Conference paper, Published paper (Refereed)
Abstract [en]

An important issue in Internet marketing is the possibility of designing autonomous agents that are able to interpret subjective values in goods and services. From the customer's point of view, it is important to evaluate all aspects linked to the product before purchasing, not only easily identified objective parameters such as price. From a marketing perspective, the building of a brand is probably the most efficient way to distinguish a product from those of the competitors. It is therefore important for both customers and marketers to design agents that are able to interpret certain subjective product characteristics when searching for products or services on the Internet. This paper outlines a generic model of an autonomous agent Internet marketing system with a discussion on the possibilities of handling subjective product characteristics. 

Place, publisher, year, edition, pages
Amsterdam: IOS Press, 1998
National Category
Computer Science Media and Communication Technology Human Aspects of ICT
Identifiers
urn:nbn:se:su:diva-84253 (URN)90 5199 450 8 (ISBN)4 274 90251 (ISBN)
Conference
EMMSEC 1998
Available from: 2012-12-19 Created: 2012-12-19 Last updated: 2013-01-10Bibliographically approved
2. The SportWeb Case: Design and Prototyping of a System for E-commerce and Research.
Open this publication in new window or tab >>The SportWeb Case: Design and Prototyping of a System for E-commerce and Research.
1999 (English)In: / [ed] Ruby Roy Dholakia and Nikhilesh Dholakia, Providence, Rhode Island: COTIM 99 , 1999Conference paper, Published paper (Refereed)
Abstract [en]

This paper describes the design of an e-commerce system with the capability to generate consumer data. A system prototype has been created which supports real-time identification, selection, and exposure of personalized content. Combined with tracking of the visitor’s movements on the Web-site, the system makes it possible to establish detailed behavioral patterns. The paper aims at making design process and considerations transparent to the reader.

Place, publisher, year, edition, pages
Providence, Rhode Island: COTIM 99, 1999
National Category
Computer and Information Science Media and Communications Human Aspects of ICT
Identifiers
urn:nbn:se:su:diva-84316 (URN)
Conference
COTIM 1999
Available from: 2012-12-20 Created: 2012-12-20 Last updated: 2013-01-09
3. Web Metrics – Design Specifications of  Web-based System for Personalization with "Bifurcation"
Open this publication in new window or tab >>Web Metrics – Design Specifications of  Web-based System for Personalization with "Bifurcation"
2000 (English)In: 2000 Proceedings / [ed] Holub, R.A., New York: TAGA office, Rochester , 2000, 67-87 p.Conference paper, Published paper (Refereed)
Abstract [en]

This paper describes a personalization system aiming at one-to-one marketing with the ability to support real-time identification, selection, and content creation where the interaction is performed on a web-based e-commerce platform. The personalization system is capable of controlling and presenting the web site in different shapes to different consumers – controlled bifurcation.  When combined with the tracking of the visitor’s site movements, detailed consumer behavior patterns can be established.

One important means has been to create a system that can later on be used in consumer behavior research.  The bifurcation capability means that the system can be used to test the impact of different layouts of the web site – or of different sales offerings – in the same way direct marketing methods work.  This system will be able to present different layouts of the site or offerings to randomized groups of visitors.  Their responses, in the form of movements within the site, purchase frequencies, etc., can then be measured by the system.

Place, publisher, year, edition, pages
New York: TAGA office, Rochester, 2000
National Category
Computer Science Media and Communication Technology Human Aspects of ICT
Identifiers
urn:nbn:se:su:diva-84293 (URN)
Conference
TAGA 2000
Available from: 2012-12-20 Created: 2012-12-20 Last updated: 2013-01-09
4. Net Society. Content Creation in Broadband Systems
Open this publication in new window or tab >>Net Society. Content Creation in Broadband Systems
2000 (English)In: : E-business Key Issues Applications Technologies / [ed] Stanford-Smith, B., Kidd, T., Amsterdam: IOS Press, 2000, 1051-1057 p.Conference paper, Published paper (Refereed)
Abstract [en]

The development of a broadband application which integrates TV, Internet, picture telephones etc has been going on for several years within Telia, Sweden's leading telecom operator. The prototype solutions have been developed from a vision of how the distant communication of the future could function. Results of a qualitative study of how the prototype is perceived by consumers and service providers are presented. Compared to the Internet, the NNS prototype was perceived as being simpler, less confusing, faster to navigate and suited for all kinds of people. This paper has two aims: to provide an inspiration for new applications in a broadband environment, and to indicate problems connected with presenting content in a broadband environment.

Place, publisher, year, edition, pages
Amsterdam: IOS Press, 2000
National Category
Media and Communications Human Aspects of ICT
Identifiers
urn:nbn:se:su:diva-84311 (URN)1 58603 089 2 (ISBN)4 274 90400 8 (ISBN)
Conference
eBusiness and eWork 2000
Available from: 2012-12-20 Created: 2012-12-20 Last updated: 2013-01-09
5. A structure analyses of the traditional retail trade compared with the e-commerce trade on the Internet
Open this publication in new window or tab >>A structure analyses of the traditional retail trade compared with the e-commerce trade on the Internet
1999 (English)In: Business and Work in the Information Society: New Technologies and Applications / [ed] Rogers, J. Y., Stanford-Smith, B., Kidd, P.T., Amsterdam: IOS Press, 1999, 105-111 p.Conference paper, Published paper (Refereed)
Abstract [en]

Marketing and sales of goods through the Internet (i.e. e-commerce) is often described as an area of major importance for the future development of the Internet. Today there is a special interest in the Internet as an arena for the marketing and sale of consumer goods. Estimates indicate that there will be a rapid growth of turnover for the consumer goods industry on the Internet during the next five years. At the same time many actors on the e-commerce market have experienced problems in reaching the expected and predicted economic objectives. This may indicate that important strategic factors tied to e-commerce still have to be discovered. This paper examines the structure of the traditional retail trade and the e-commerce market and shows differences and similarities between the two market systems.

Place, publisher, year, edition, pages
Amsterdam: IOS Press, 1999
National Category
Media and Communications
Identifiers
urn:nbn:se:su:diva-84219 (URN)90 5199 491 5 (ISBN)4 274 90302 8 (ISBN)
Conference
EMMSEC 1999
Available from: 2012-12-19 Created: 2012-12-19 Last updated: 2013-01-10Bibliographically approved
6. Critical factors for e-business retailing
Open this publication in new window or tab >>Critical factors for e-business retailing
2000 (English)In: E-business: Key Issues, Applications and Technologies / [ed] Stanford-Smith, B., Kidd, P.T., Amsterdam: IOS Press, 2000, 824-830 p.Conference paper, Published paper (Refereed)
Abstract [en]

The number of players marketing consumer goods and services on the Internet is steadily increasing.  The original (physical) retailers experience fierce competition from other suppliers who market directly to the consumers. How should physical retailers meet this competition? In this paper we show there are many areas which can complement each other between the physical retail store and the e-store. We concentrate our analyses on three basic retailing activities: building the assortment, providing information about the products offered and finally, providing access to the products as part of the final transaction. We ascertain that it makes sense for traditional retailers to establish electronic retailing as part of their current business to meet the competition. The results are based on an strengths and weaknesses analysis of how the basic retail functions change when performed electronically. This evaluation is made from a consumer perspective, based on extensive empirical data. The paper ends with suggestions on how retailers can improve their e-retailing service to the consumers.

Place, publisher, year, edition, pages
Amsterdam: IOS Press, 2000
National Category
Business Administration Human Aspects of ICT
Identifiers
urn:nbn:se:su:diva-84239 (URN)1 58603 089 2 (ISBN)4 274 90400 8 C3055 (ISBN)
Conference
eBusiness and eWork 2000
Available from: 2012-12-19 Created: 2012-12-19 Last updated: 2013-01-09

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