ecommerce, online marketing, risk factors, adoption factors, ecommerce-online marketing relationship

1. Influence of adoption factors
and risks on ecommerce and
online marketing
Ciprian Adam, lecturer, PhD
West University of Timisoara, Faculty of Economics and Business Administration
Cluj-Napoca, 2011

2. Literature review Managerial implications
Research methodology
Results
Conclusions
Topics

3. Redefining competitive advantage
Ecommerce
fundamentals
Rethinking business strategy
Review traditional models of business and generate revenues
Redesigning the organization and website
Reinventing customer service

4. Natural evolution vs. Disruptive revolution
Customization & Strategic value
Online experiences [+] / [—]

5. Research methodology
Ecommerce adoption factors
EAF
Ecommerce and online Ecommerce and online
I1[A1-2;B1-2] marketing assessment EMA marketing relationship
Ecommerce adoption risks
EAR I3[A1-3;B1-3]
EAF I1A/B1
I3A/B1
EMA EOP
EAR I1A/B2 I3A/B2
I3A/B3 OMI
EOM
Online shops | A External online consultants | B

6. H1. There is a positive correlation between risk factors and determinants of
ecommerce adoption and attitudes towards ecommerce and online marketing
Kauffman & Walden (2001); Chong (2005);
Karakaya & Stahl (2009)
H2. There is a positive correlation attitudes towards ecommerce and online marketing
and the relationship between them
Lager (2009); Williams et al. (2009); Yeo (2010);
Hong (2009); Dillon et al. (2005)

7. Survey sampling pretested 5 online experts & 7 academic researchers
non-probabilistic sampling
two perspectives: internal (127) & external (91), all Romanians
channels used for promotion: professional networks; Romanian
Ecommerce Hall of Fame 2010 website; Liviu Taloi’s ecommerce
Yahoo group; other (Facebook, Twitter, targeted blogs Zelist)
internal perspective (127)
1. owner/partner/general manager;
2. marketing/sales/PR/communication/logistics/IT manager;
3. internal consultant
external perspective (91)
1. external online consultant/expert/agency;
2. ecommerce or/and online marketing passionate/blogger/affiliate

8. Survey sampling
Online shops profile

9. Survey sampling

10. Online shops profile
Business relationship, no. of employees, market coverage, age of business

11. Online shops profile [2]
IT&C
Fashion
House&Garden
Babies, Children&Toys
Health&Beauty
Categories of online shops at Romanian Ecommerce Hall of Fame 2010

12. Online shops profile [3]
Turnover, market share, net profit, average order value, number of clients evolution

13. Ecommerce and online marketing perceptions

14. Ecommerce and online marketing perceptions | online shops
Effective organic search
& PR
Social media
engagement
Customer-centricity,
search & support
facilities

15. Ecommerce and online marketing perceptions | external consultants
Effective organic search
& PR
Social media
engagement
Customer-centricity,
search & support
facilities

16. Ecommerce adoption risks

17. Ecommerce adoption risks | online shops
Competition
Lack of online
marketing specialist
Missed opportunities
(search marketing,
email marketing)

18. Ecommerce adoption risks | external consultants
Lack of online
marketing specialist
Lack of clear online
objectives

19. Ecommerce—online marketing relationship

20. Operational practices in ecommerce | online shops
Customization
opportunities
Use social media
Importance of product
returns&refunds policy
Comments&reviews are
important
Comprehensive&quality
information for clients

21. Operational practices in ecommerce | external consultants
Customization
opportunities
Importance of product
returns&refunds policy
Comprehensive&quality
information for clients
Customer retention >
attracting customers

22. Innovation in ecommerce | online shops

23. Innovation in ecommerce | external consultants

24. Ecommerce—online marketing | online shops

25. Ecommerce—online marketing | external consultants

26. Ecommerce—online marketing relationship | online shops
Online shops with moderate turnover increases offered customized experiences.
[χ2 = 80,003; B coefficient = 0,718]
Online shops with moderate turnover increases confirm an increase in using social media.
[χ2 = 40,748; B coefficient = 0,593]
No correlation between increase of social media opportunities (adoption factor) and
ecommerce platform facilities to implement online marketing decisions. [χ2 = 16,723]
No correlation between facilities integration and innovation in terms of social media
and online PR. [χ2 = 29,322]

27. Ecommerce—online marketing relationship | online shops [2]
Not having specific online objectives did not influence the turnover decrease or increase.
[χ2 = 20,555]
Online shops with moderate turnover increases confirmed existence of ecommerce know-how
inside the company. [χ2 = 86,716; B coefficient = 0,730]
Online shops with moderate turnover increases agreed online payments acceptance is an
ecommerce adoption factor. [χ2 = 35,500; B coefficient = 0,567]
No correlation between the security of online payments (3D Secure, adoption factor) an
ecommerce platform facilities to implement online marketing decisions. [χ2 = 7,612]
No correlation between influence of structured experiments (AB, MVT) and turnover
evolution. [χ2 = 17,422]

28. Hypothesis testing results
Hypothesis Non-standardized Statistics Significance level Result
coefficient value p
B t
I1A1 .529 5.331 .000 Accepted
I1A2 .150 1.714 .091 Rejected
I1B1 .585 4.949 .000 Accepted
I1B2 .002 .013 .990 Rejected
Hypothesis Non-standardized Statistics Significance level Result
coefficient value p
B t
I2A1 .189 1.614 .112 Rejected
I2A2 .837 5.441 .000 Accepted
I2A3 .740 4.358 .000 Accepted
I2B1 .239 2.131 .039 Accepted
I2B2 .585 4.485 .000 Accepted
I2B3 .367 2.408 .021 Accepted

29. Scale reliability
Construct Code
Cronbach’s Alpha Number of
online shops | consultans items
Ecommerce and online marketing assessment EMA .778 | .761 10
Ecommerce adoption factors EAF .805 | .742 10
Ecommerce adoption risks EAR .870 | .690 9
Ecommerce operational practices EOP .716 | .638 11
Online marketing innovation OMI .882 | .829 10
Ecommerce influence on online marketing EOM .891 | .832 8

30. Validated research model
EAF EMA OMI
EOM
Online shops | A
EOP
EAF EMA OMI
EOM
External online consultants | B

31. Managerial implications. Conclusions.
Lack of a structured approach
Lack of using essential tools and methods for measuring online marketing performance
Low level of professionalization
Addressing online operational marketing decisions without a medium and long-term orientation
Limited innovation in online marketing activities
Inappropriate degree of integration between ecommerce and online marketing

32. thank you.
ciprian adam
west university of timisoara
ciprian.adam@ebig.biz