Online Retailing
Ian Chaston
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Ian Chaston: University of Auckland
Chapter 11 in Internet Marketing and Big Data Exploitation, 2015, pp 183-201 from Palgrave Macmillan
Abstract:
Abstract Pure play and clicks and mortar retailers seeking to optimise the performance of their online operations need to focus on the key aspects of the sequential transaction process to maximise the volume of successful transactions (Rowley, 1996). This sequential process ensures the customer successfully progresses through each of the activities of (i) searching, browsing and identifying goods of interest, (ii) selecting and ordering, (iii) making a secure payment and (iv) the delivery of purchases.
Keywords: Purchase Intention; Online Store; Price Dispersion; Online Retailing; Online Consumer (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-48896-1_11
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DOI: 10.1057/9781137488961_11
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