Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Nikolaeva, R. (2005). Strategic determinants of Web site traffic in on-line retailing. International Journal of Electronic Commerce. 9 (4), 113-132
Exportar Referência (IEEE) 
R. N. Nikolaeva,  "Strategic determinants of Web site traffic in on-line retailing", in Int. Journal of Electronic Commerce, vol. 9, no. 4, pp. 113-132, 2005
Exportar BibTeX 
@article{nikolaeva2005_1714758907535,
	author = "Nikolaeva, R.",
	title = "Strategic determinants of Web site traffic in on-line retailing",
	journal = "International Journal of Electronic Commerce",
	year = "2005",
	volume = "9",
	number = "4",
	doi = "10.1080/10864415.2003.11044344",
	pages = "113-132",
	url = "http://www.tandfonline.com/doi/abs/10.1080/10864415.2003.11044344"
}
Exportar RIS 
TY  - JOUR
TI  - Strategic determinants of Web site traffic in on-line retailing
T2  - International Journal of Electronic Commerce
VL  - 9
IS  - 4
AU  - Nikolaeva, R.
PY  - 2005
SP  - 113-132
SN  - 1086-4415
DO  - 10.1080/10864415.2003.11044344
UR  - http://www.tandfonline.com/doi/abs/10.1080/10864415.2003.11044344
AB  - Web site traffic is a necessary condition for success in Internet retailing. This study empirically tests the effects of e-tailer characteristics and site visibility enhancers on Web site traffic, using data on traffic to top e-tailers from the 2000 holiday season. The results, in contradiction to much of the theoretical literature, suggest that order of entry and off-line advertising are not significant Web site traffic drivers. Media presence, however, turns out to be a very important factor. This is an intriguing finding, because many e-tailers that spent a great deal on advertising at the time of data collection were later forced to exit the market. In light of this finding, e-tailers competing for consumer mind share should recognize media coverage as a viable, although less easily achievable, alternative to more expensive advertising campaigns. Other findings include the importance of quasi-commodity products and larger product assortments as traffic drivers in the electronic marketplace.
ER  -