Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study

• Main Authors: Zhi-Xian Zhao, 趙芷嫻
• Other Authors: JoyceYi-HuiLee
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/05483000361839460824

碩士 === 元智大學 === 資訊管理學系 === 100 === Virtual communities are generally recognized as being useful channels for individuals and organizations to generate great sales value, especially transaction-oriented ones, such as online auctions. Although previous research has found that this form of virtual community easily promotes e-business and/or e-commerce development, in particular by establishing e-shops, there have been limited studies looking into how such e-shops operate. Hence, the purpose of this study is to provide insights into these phenomena, thereby expanding upon the sparse extant knowledge. The investigation employs a multiple case study approach that involves observing six cases of new entrant e-retailers conducting their businesses on the Yahoo! e-auction. The research results reveal that: (1) amusing stories can attract visitors to surf the sites; (2) online promotion with pictures can increase visitor attention; (3) “spick and span” product presentation forms in e-shops can help convert visitors into buyers; (4) amusing sales promotion draws in more sales; (5) through using the Q&;A function to highlight the service or a promotion can increase the possibility of a product being purchased; and, (6) it emerges that short lived (approximately one week) online promotions in virtual communities, in particular, have a positive impact on sales. With regards to the research limitations and how this enquiry has been received by the academic community, this is discussed in the last section.