Title :
An empirical study of the online promotion for the top 10 e-commerce websites in China
Author :
Xiaoning Zhu ; Rui Yan ; Jingting Zhang
Author_Institution :
Dongling Sch. of Econ. & Manage., Univ. of Sci. & Technol. Beijing, Beijing, China
Abstract :
For companies to take full advantage of the potential offered by the Web, it is essential that their e-commerce websites be prepared and organized in highly usable manner. Companies with better website quality will save time and money, promote customer satisfaction and continued business, and gain an advantage over their competitors. This paper is an attempt to investigate the current issues and challenges for the top 10 B2C e-commerce websites in terms of promoting and marketing their products and services in China. The managerial implications and suggestions for future research are also discussed.
Keywords :
Internet; Web sites; analytic hierarchy process; customer satisfaction; electronic commerce; fuzzy set theory; marketing data processing; promotion (marketing); China; analytical hierarchy process; competitive advantage; customer satisfaction; e-commerce Web site; fuzzy AHP; online promotion; product marketing; Companies; Electronic commerce; Power measurement; Pragmatics; Time measurement; B2C E-Commerce; Fuzzy TOPSIS; Online Promotion;
Conference_Titel :
Service Systems and Service Management (ICSSSM), 2015 12th International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-1-4799-8327-8
DOI :
10.1109/ICSSSM.2015.7170321
