Technology usage and online sales / Prabuddha De in Management science, Vol. 56 N° 11 (Novembre 2010)  

Public ISBD [article]  inManagement science > Vol. 56 N° 11 (Novembre 2010) . - pp. 1930-1945 Titre : Technology usage and online sales : An empirical study Type de document : texte imprimé Auteurs : Prabuddha De, Auteur ; Yu (Jeffrey) Hu, Auteur ; Mohammad S. Rahman, Auteur Année de publication : 2011 Article en page(s) : pp. 1930-1945 Note générale : Management Langues : Anglais (eng) Mots-clés : Electronic commerce Internet Technology usage Online sales Search Recommendation Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Despite the widespread adoption of search and recommendation technologies on the Internet, empirical research that examines the effect of these technologies is scarce. How do online consumers use these technologies? Does consumers' technology usage have an effect on the sales to them or their purchasing patterns? This paper empirically measures consumers' usage of website technologies by analyzing server log data. We match technology usage data to sales data, controlling for consumers' historical purchasing behavior. Our unique data set allows us to reveal the relationship between technology usage and online sales. Our analyses show that consumers' information technology usage has a significant effect on the sales to them, but this effect varies for different technologies and across different products. In particular, the use of directed search has a positive effect on the sales of promoted products, whereas it has a negative effect on the sales of nonpromoted products. In contrast, the use of a recommendation system has a positive effect on the sales of both promoted and nonpromoted products. Surprisingly, the use of nondirected search has an insignificant effect on online sales. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/56/11/1930 [article] Technology usage and online sales : An empirical study [texte imprimé] / Prabuddha De, Auteur ; Yu (Jeffrey) Hu, Auteur ; Mohammad S. Rahman, Auteur . - 2011 . - pp. 1930-1945. Management Langues : Anglais (eng) in Management science > Vol. 56 N° 11 (Novembre 2010) . - pp. 1930-1945 Mots-clés : Electronic commerce Internet Technology usage Online sales Search Recommendation Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Despite the widespread adoption of search and recommendation technologies on the Internet, empirical research that examines the effect of these technologies is scarce. How do online consumers use these technologies? Does consumers' technology usage have an effect on the sales to them or their purchasing patterns? This paper empirically measures consumers' usage of website technologies by analyzing server log data. We match technology usage data to sales data, controlling for consumers' historical purchasing behavior. Our unique data set allows us to reveal the relationship between technology usage and online sales. Our analyses show that consumers' information technology usage has a significant effect on the sales to them, but this effect varies for different technologies and across different products. In particular, the use of directed search has a positive effect on the sales of promoted products, whereas it has a negative effect on the sales of nonpromoted products. In contrast, the use of a recommendation system has a positive effect on the sales of both promoted and nonpromoted products. Surprisingly, the use of nondirected search has an insignificant effect on online sales. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/56/11/1930

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