Towards a typology of eChannels of distribution : an e-Tailer's perspective

Julian Ming-Sung Cheng · Stavros P. Kalafatis · Gwo‐Ji Sheen · Laura Hsing-Jung Wu

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E-commerce and Technology Innovations Digital Marketing and Social Media Digital Innovation in Industries

Abstract

This study attempted to propose a typology of eChannel of distribution. Research data was collected from e-Tailer’s in Taiwan. Correspondence Analysis (CA) and cluster analysis were deployed for data analysis purposes. Based on the data analysis results, a typology of eChannel of distribution was eventually proposed in which three eChannel of distribution modes along a forward continuum were suggested: Internet marketing websites, transactional e-Commerce websites, and partnership e-Commerce websites. Related characteristics of these e-Tailers in these three modes were also profiled.

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References

1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1997Exploring the Implications of the Internet for Consumer Marketing 1999Organizing and Managing Channels of Distribution 1983Marketing: Theory and Practice 1995Dictionary of marketing terms 1990Economic Development Review 2003Exploring motivations for consumer Web use and their implications for e‐commerce 1999Consumer Acceptance of the Internet as a Channel of Distribution

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2006Will eChannel additions increase the financial performance of the firm?—The evidence from Taiwan 2008The distinction between the success and failure factors driving the implementation of e-channels of distribution: the case of Taiwan

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