adoption of b2c e-commerce by city centre retailers: the relevance of place, product and...
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![Page 1: Adoption of b2c e-commerce by city centre retailers: The relevance of place, product and organisation. Oedzge Atzema & Jesse Weltevreden Urban & Regional](https://reader036.vdocuments.mx/reader036/viewer/2022062619/55180a28550346a0438b4570/html5/thumbnails/1.jpg)
Adoption of b2c e-commerce by city centre retailers:
The relevance of place, product and organisation.
Oedzge Atzema & Jesse WeltevredenUrban & Regional research
centre Utrecht (URU)
ICT: Mobilizing persons, places and spaces,
November 4-7 2004, Doorn
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Outline Presentation
• Main objectives
• City centres
• Consumer data
• Data Collection
• Results
• Conclusions
OutlineOutline
Objectives
City centres
Consumer data
Data collection
Results
Conclusions
![Page 3: Adoption of b2c e-commerce by city centre retailers: The relevance of place, product and organisation. Oedzge Atzema & Jesse Weltevreden Urban & Regional](https://reader036.vdocuments.mx/reader036/viewer/2022062619/55180a28550346a0438b4570/html5/thumbnails/3.jpg)
Main Objectives
• To investigate the factors that determine the adoption of online shopping by consumers;
• To investigate the impact of consumers' online shopping behaviour on their physical shopping behaviour in city centres (this presentation);
• To investigate the factors that determine the adoption of b2c e-commerce by city centre retailers (this presentation);
• To investigate the effects of retailers’ Internet strategy on their organisation and city centre stores.
Outline
ObjectivesObjectives
City centres
Consumer data
Data collection
Results
Conclusions
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City centresOutline
Objectives
City centresCity centres
Consumer data
Data collection
Results
Conclusions
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# Top 10 Internet (N = 5,678 purchases)
% Top 10 City Centre (N = 5,695 p.)
%
1 Books 12.6 Upper wear 23.4
2 Upper wear 8.8 Shoes 10.7
3 Videos & DVDs 8.6 Personal care 7.4
4 Theatre tickets etc. 8.3 Groceries 5.7
5 CDs 7.0 Books 4.8
6 Computer hardware 6.6 Underwear 4.8
7 Bus/Train/Airline tickets 5.5 Cosmetics etc. 3.9
8 Used merchandise 5.5 Videos & DVDs 3.8
9 Travel 4.1 Theatre tickets etc. 3.5
10 Underwear 3.7 Presents & Gifts 3.4
(1) 10 Most popular products on the Internet and in the city centre
(based on respondents’ last 3 purchases)
Outline
Objectives
City centres
Consumer Consumer data (1)data (1)
Data collection
Results
Conclusions
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(2) Bought online from whom? (Based on respondents’ last 3 online purchases)
# Organisation type (Top 150) Share (%)
1 Dotcoms (e.g., Amazon.com) 33.9
2 Catalogue Retailers• With physical outlets (e.g., ECI)
• Without physical outlets (e.g., Neckermann)
19.1(4.1)
(15.1)
3 Traditional retailers• Independent retailers
• Multiple retailers (e.g., Hunkemöller)
14.0(3.0)
(11.0)
4 Service providers/Manufacturers• With physical outlets (e.g., Vodafone)
• Without physical outlets (e.g., Dell)
12.0(1.4)
(10.5)
5 Online Auctions (e.g., E-bay) 9.0
Other/Unknown 11.9
Total (N= 5,254 online purchases) 100
Outline
Objectives
City centres
Consumer Consumer data (2)data (2)
Data collection
Results
Conclusions
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(3) Impact of online buying on purchases in various city centre stores (N= 2,010)
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13% 14%
JewellerFlorist
Pet shopOptician
DIY storeGift shop
Perfume storeFurniture shop
Houshold goodsShoe storeDrug store
SupermarketSex shop
Sporting GoodsToy store
2nd hand shopUnderwearPhoto/Film
Telecom shopBrown & White
Department StoreClothing
Software storeTravel agency
Computer storeBook store
CD shop
Less purchases More purchases
Outline
Objectives
City centres
Consumer Consumer data (3)data (3)
Data collection
Results
Conclusions
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Data Collection (1)
1. Examination of the retail composition of 8 city centres (October-November, 2003) (N= 3,369 shops);
2. Searching for a retailer’s Website via a Search Engine (November, 2003);
3. Brief Interviews about Web presence and promotion of Website (December-February, 2004) (N= 3,274 shops, Response of 97.2%);
4. Analysing the Internet strategy of each retailer (March, 2004).
Outline
Objectives
City centres
Consumer data
Data Data collection collection
(1)(1)
Results
Conclusions
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• Shop level approach;
• B2c e-commerce adoption 2 stages: active website & online sales;
• Place: 4 types of city centres; and pedestrian vs. non pedestrian areas;
• Product: 4 product categories; and 12 main sectors;
• Organisation: 6 types.
Data Collection (2): OperationalisationOutline
Objectives
City centres
Consumer data
Data Data collection collection
(2)(2)
Results
Conclusions
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Logistic regression of active website and online sales adoption using a product classification (part 1)
Website Online sales
B (s.e.) B (s.e.)
Place: Large, high fun 0 0
Medium, high fun -0.092 (0.125) -0.273 (0.174)
Medium, medium fun -0.259* (0.135) -0.186 (0.181)
Small, low fun -0.381*** (0.143) -0.463** (0.193)
Pedestrian area 0 0
Non pedestrian area 0.133 (0.099) -0.013 (0.145)
Product: Convenience goods 0 0
Experience type 1 0.783*** (0.156) -1.461*** (0.202)
Experience type 2 1.361*** (0.136) -0.789*** (0.454)
Search goods 1.812*** (0.191) 0.589*** (0.208)
* = p < 0.10; ** = p < 0.05; *** = p < 0.01
Outline
Objectives
City centres
Consumer data
Data collection
Results (1.1)Results (1.1)
Conclusions
![Page 11: Adoption of b2c e-commerce by city centre retailers: The relevance of place, product and organisation. Oedzge Atzema & Jesse Weltevreden Urban & Regional](https://reader036.vdocuments.mx/reader036/viewer/2022062619/55180a28550346a0438b4570/html5/thumbnails/11.jpg)
Website Online sales
B (s.e.) B (s.e.)
Organisation: Independent, 1 outlet 0 0
Independent, > 1 outlet 0.387*** (0.128) -0.088 (0.273)
Chain, < 30 outlets 1.606*** (0.136) 0.668*** (0.217)
Chain, > 29 outlets 3.610*** (0.222) 1.054*** (0.205)
Franchise, < 50 outlets 2.807*** (0.193) 0.656*** (0.229)
Franchise, > 49 outlets 3.970*** (0.262) 1.012*** (0.213)
Nagelkerke R square 0.401 0.174
No. cases 2,909 1,661
Logistic regression of active website and online sales adoption using a product classification (part II)
* = p < 0.10; ** = p < 0.05; *** = p < 0.01
Outline
Objectives
City centres
Consumer data
Data collection
Results (1.2)Results (1.2)
Conclusions
![Page 12: Adoption of b2c e-commerce by city centre retailers: The relevance of place, product and organisation. Oedzge Atzema & Jesse Weltevreden Urban & Regional](https://reader036.vdocuments.mx/reader036/viewer/2022062619/55180a28550346a0438b4570/html5/thumbnails/12.jpg)
Logistic regression of active website and online sales adoption using a sector classification (part I)
Website Online sales
B (s.e.) B (s.e.)
Place: Large, high fun 0 0
Medium, high fun -0.093 (0.128) -0.273 (0.174)
Medium, medium fun -0.289** (0.138) -0.186 (0.181)
Small, low fun -0.401*** (0.147) -0.463** (0.193)
Pedestrian area 0 0
Non pedestrian area 0.085 (0.102) -0.013 (0.145)
Organisation: Independent, 1 outlet 0 0
Independent, > 1 outlet 0.410*** (0.133) -0.112 (0.308)
Chain, < 30 outlets 1.544*** (0.139) 0.278 (0.244)
Chain, > 29 outlets 3.485*** (0.227) 0.586*** (0.226)
Franchise, < 50 outlets 2.730*** (0.193) 0.474** (0.238)
Franchise, > 49 outlets 3.749*** (0.273) 0.750*** (0.224)
* = p < 0.10; ** = p < 0.05; *** = p < 0.01
Outline
Objectives
City centres
Consumer data
Data collection
Results (2.1)Results (2.1)
Conclusions
![Page 13: Adoption of b2c e-commerce by city centre retailers: The relevance of place, product and organisation. Oedzge Atzema & Jesse Weltevreden Urban & Regional](https://reader036.vdocuments.mx/reader036/viewer/2022062619/55180a28550346a0438b4570/html5/thumbnails/13.jpg)
Website Online sales
B (s.e.) B (s.e.)
Sectors: Clothing & Accessories 0 0
Food & Drinks -0.597*** (0.174) 1.127*** (0.251)
Footwear & Leather g. -0.092 (0.188) -0.911** (0.418)
Health & Personal care 0.208 (0.314) 1.860*** (0.272)
Jewellery & Optical g. 0.267 (0.211) 0.599* (0.336)
Household & Luxury g. 0.302 (0.248) -0.045 (0.467)
Hobby goods 0.635*** (0.204) 1.147*** (0.308)
Furniture & DIY 0.803*** (0.161) -1.204** (0.481)
Arts & Antiquities 0.829*** (0.209) -0.603 (0.625)
Toys & Sporting goods 0.906*** (0.237) 0.934*** (0.270)
Media goods 1.117*** (0.206) 2.562*** (0.249)
Consumer electronics 1.669*** (0.271) 1.710*** (0.217)
Nagelkerke R square 0.404 0.265
No. cases 2,816 1,582
Logistic regression of active website and online sales adoption using a sector classification (part II)
Outline
Objectives
City centres
Consumer data
Data collection
Results (2.2)Results (2.2)
Conclusions
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Conclusions
• Some city centre retailers may already begin to feel the impact of changes in consumers’ shopping habits because of online shopping;
• For active website adoption organisation has the most explanatory value;
• For online sales sector type is more important;
• A high chance having a website need not coincide with a high likelihood of online sales adoption as well;
• Retailers not necessarily need to sell the same merchandise online as in their physical outlets;
• Location matters for both the adoption of an active website and online selling strategy.
Outline
Objectives
City centres
Consumer data
Data collection
Results
ConclusionsConclusions
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End of Presentation