Theorizing e-commerce business models: on the impact of partially and fully supported transaction phases on customer satisfaction and loyalty

Madlberger, Maria and Matook, Sabine (2017) Theorizing e-commerce business models: on the impact of partially and fully supported transaction phases on customer satisfaction and loyalty. Australasian Journal of Information Systems, 21 1-25. doi:10.3127/ajis.v21i0.1426


Author Madlberger, Maria
Matook, Sabine
Title Theorizing e-commerce business models: on the impact of partially and fully supported transaction phases on customer satisfaction and loyalty
Journal name Australasian Journal of Information Systems   Check publisher's open access policy
ISSN 1449-8618
1326-2238
Publication date 2017-03-29
Sub-type Article (original research)
DOI 10.3127/ajis.v21i0.1426
Open Access Status DOI
Volume 21
Start page 1
End page 25
Total pages 25
Place of publication Bruce, ACT, Australia
Publisher University of Canberra * Faculty of Information Sciences and Engineering
Collection year 2018
Language eng
Abstract Although considerable research has been conducted on the definition and classification of e-commerce business models, little research has integrated the support and impact of distinct transaction phases within e-commerce business models. Indeed, any channel design decisions depend on the arrangement of the three transaction phases, viz. information phase, agreement phase and fulfilment phase. Whereas in literature, a complete support of transaction phases is implicitly assumed, in practice, e-commerce firms exist that consciously do not support all three transaction phases through the online channel. In cases for which only certain phases are supported in one channel, the customer is required to switch to another channel to complete the transaction. To gain an initial understanding of the relevance of transaction phases, we examine the influence of transaction phase support in one channel on satisfaction and reuse intention of an e-commerce website under consideration of users’ prior experiences. We conduct a laboratory experiment involving two e-commerce business models that differ only in the number of supported transaction phases via the online channel. Empirical data was analysed using a Bayesian network approach. Our analysis indicates the types of users who value partial support compared to those users who prefer full support of transaction phases. The results will assist firms in meeting future challenges regarding user engagement and attraction to their online stores.
Keyword Electronic commerce business model
Transaction phases
Channel switching
Customer satisfaction
Reuse intention
Tourism industry
Bayesian network
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
 
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Created: Fri, 07 Apr 2017, 23:04:57 EST by Dr Sabine Matook on behalf of UQ Business School