E-Commerce Strategy

Developing and sustaining a competitive advantage from the use of information technology is a topic of concern for information systems research. Mata et al. (1995) discuss the possibilities of IT as a competitive advantage and present a model that is founded on the resource-based view of the firm. The model is used in this paper to discuss factors that lead to competitive advantage in e-commerce companies. We explore factors that enable sustainable competitive advantages in B2C retailing. We base our analysis on a single in-depth case study of an Internet pioneer company (LeShop), which was observed by the authors since its inception more than 10 years ago. Our research data stems from a series of interviews with managers at LeShop as well as two case studies about the company from two different points in time (2000 and 2009). LeShop is an online pioneer, which began selling groceries on the Internet in Switzerland in April 1998. After a turbulent few years, LeShop is now one of the few successful e commerce suppliers in the supermarket segment worldwide. Our discussion is not limited to the use of information technology (IT) but it includes an analysis of further critical resources of the company from a resource-based view.

Electronic commerce (e-commerce) is widely considered the buying and selling of products over the internet, but any transaction that is completed solely through electronic measures can be considered as e-commerce. E-commerce may have large economic effects in the future. Internet commerce will change the face of business forever. Moreover, it has affected the information technology, economic, social, and e-commerce has enhanced the productivity growth worldwide in the 21 st century. The impact of e-commerce on developing countries for reducing inefficiencies for trading and to increase productivity in terms of economies with competitors internationally. There are many ways to accelerate the growth of productivity by cutting costs, increasing efficiency and reducing time and distance, e-commerce could become an important tool for development and growth in all sectors. Information security framework is specifically applied to the components that affect e-commerce that includes computer security, data security, and other wider realms of the information security framework. E-commerce security has its own particular nuances and is one of the highest visible security components that affect the end user through to obtain e-trade finance and equity investment, tourism and its internet incarnation.

The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

Recommender systems (RSs) with artificial
intelligence have changed the relationship between business
and consumer. RSs with artificial intelligence cause the
entrepreneur to understand the consumer’s behavior. By
understanding the consumer, the business section has better
demand management and supply chain. Now it is possible to
deploy the product before its order. On the other side, the
recommender systems have advantages for consumers like
finding the desired product with personalized suggestions
and visual research, personalized marketing methods,
uninterrupted costumer support with chatbots, reliability
and speed. Besides its advantages recommender systems
have ethical problems. RSs can learn the patterns of
consumer’s behaviour by processing of personal data and
profiling. This creates ethical problems within the scope of
protecting individuals' personal data. In order to overcome
these ethical problems, General Data Protection Regulation
(GDPR) came into force across the European Union on 25
May 2018. Our evaluation focuses on two basic user behavioral
outcome the intention of use RS and the intention of
purchase.
Keywords— Recommender system, artificial intelligence, ecommerce, e-marketing, ethical problem.

More than a decade has passed since the conception of major Government e-strategies and significant outcomes have been delivered worldwide concerning information technology infrastructure and e-service deployment. Already, major e-Strategies have closed their lifecycles and have been reviewed. British “t-Government” and Obama’s “Open Government Initiative” are only some of the transformation results, where citizens have been placed in the center of the strategic planning and e-Government priorities have been reconsidered. This paper addresses an important issue: the identification of international e-strategic transformation and the recognition of patterns for e-strategic transformation. A methodological analysis of major e-strategies is performed according to strategic lifecycle management tool and patterns for e-strategic evolution are structured.

E-commerce is mushrooming day by day worldwide and so the organic searches. This paper deals with how the e-commerce companies can grow their sales and revenue using 'SEO' (Search Engine Optimization). It consists of an introduction to e-commerce search engine optimization, Search Engine algorithms, Ranking Factors and the efficient techniques to Optimise an e-commerce portal in 2017. I. INTRODUCTION: SEO stands for Search Engine Optimisation. It's the technique of getting organic traffic through Search Engines and that is done by optimising web pages or entire sites in order to make them search engine friendly, thus getting higher positions in search results. Since more and more e-commerce companies are mushrooming on the web, the competition becomes very high for those sites to be made an appearance on the top of Search Engine Results Pages (SERPs). With the massive growth of Internet, the dependability of Search Engines for Information Retrieval (IR) becomes a necessary. Since more Organizations make the Web central to their mission and product lines, search-engine rankings have become essential to strategic marketing and sales. Each search engine results page (SERP) presented in respond to a customer's request contains a series of snippets-clickable links that include preview text to determine the webpage's relevance to the search. The snippet's SERP ranking, which is dependent on a complex algorithm that considers more than 2 hundred factors, can determine whether a user visits that page. A snippet is organic if its web page warrants placement high in the SERP listing entirely because of intrinsic value; it is inorganic or sponsored if the business has paid a payment to gain that placement. Certainly, a high ranking in the first SERP can greatly boost a business's visibility. According to Hub Spot, for example, 61 percent of worldwide Internet users research products online, and 44 percent of online shoppers begin their experience with a search engine. Of those online shoppers, seventy-five percent never scroll former the first SERP. The study also refers that snippet type is important: 70 percent of back links that users click on are organic, with 60 percent going to the top three back links. These statistics imply that securing a high position in the first SEARCH ENGINE POSITION not only increases sales but will also help build the target user's trust, which can lead to better brand development. To achieve a high SERP rank, webmasters use a range of variety of practices, collectively referred to as search-engine optimization (SEO). To better understand SEO's relationship to business success, we surveyed current SEO practices and examined possible future directions. To help organizations a new comer to SEO, as well as those with practices in place, we compiled a set of the best tools and resources that can help organizations create and maintain SEO strategies given the green light by popular search engines. 1.2 SEARCH ENGINE WORKING PRINCIPLE What is called the search engine, is now, in general, refers to the full-text search engine, famous one's Google, Bing, Baidu and so forth. They obtain information from the Internet all kinds of the website through their own types of procedures and save the web pages to their repository. Through a series of processing, they set up their own full-text index database. When user query, they then retrieve the record from the database matching user query conditions and finally return these records to the user in a certain order. The work of search engine can be broadly divided into three stages: Crawl and getting: search engine spiders by tracking link access the web page, page HTML code in the database. Pre-treatment: text indexer to crawl to the page data processing, such as extraction, Chinese word segmentation, the index for the ranking procedure calls. Rank: after user input keywords ranking procedure call index data, calculating the correlation , and then in a certain format to generate the search results page. 1.4 WHY SEO?

Purpose
– The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers).

Design/methodology/approach
– A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data.

Findings
– Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality.

Research limitations/implications
– The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered.

Practical implications
– Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing.

Originality/value
– To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.