Contrasting user generated videos versus brand generated videos in ecommerce

This empirical research (n = 177) compared the impact of user generated videos and brand generated videos on online shopper perceptions, attitudes and purchase intentions. The study was guided by the technology acceptance model. Source of videos was a between-subjects factor. The findings indicated that online shoppers did not differentiate between the two video sources when evaluating the perceived usefulness of the videos. Conversely, user generated videos had a significantly greater impact on attitude toward the ad and attitude toward the brand than brand generated videos. Further, there was no significant main effect of video source on shopper purchase intentions. Theoretical and practical implications are discussed.     

北京地区旅游企业信息化发展状况调查

从总体上看,北京地区旅游企业已经跨过了信息化的初级阶段.与发展程度相对应,软件使用和数据标准化成为影响旅游企业信息化发展的重要因素.除此以外,人才培养、政策选择、网络安全和技术的采用等也是信息化过程中需要注意的基本问题.企业在信息化过程中所呈现的不平衡性,既表现出了某种不足,也预示着某种资源配置的合理性.企业信息化取决于技术的进步和业务的发展变化,技术、业务和人的有效结合也许才是旅游电子商务发展的真谛.     

制造类企业实施ERP与Ecommerce的优先性分析

文中主要对目前国内制造业在实施ERP和Ecommerce的优先性这一问题进行了分析。提出在企业的实施过程中应该先进行ERP的实施，而后进行Ecommerce的实施，并对做出这个提议的原因进行了分析，以及就这种实施过程中存在的问题以及可以采取的措施进行了论述。     

An empirical analysis of factors that influence retail website visit types

Consumers may have a variety of reasons for using a retail brand's website, including browsing, purchasing, or browsing followed by purchasing. In this study we examine visits to three different retail websites to develop a typology of website visit behaviors and reveal factors that are associated with each visit type. We find four visit types that are consistent across all brands, which we label “touching base,” “search/deliberation,” “goal-directed,” and online shopping “cart-only” visits. One of the brands has an additional visit type we term “considered visits.” The type of visit a consumer makes is influenced by a combination of marketing channels, and their visit and purchase history with the brand. For example, shoppers that are directed to a retailer's website by clicking on a search engine link (paid or organic) are more likely to make visits that are associated with a purchase goal, while visits generated by an email are more likely to be just touching base. These findings provide marketers with a more refined understanding of the different ways consumers use their websites, and the factors associated with these visit behaviors.     

Google Analytics for measuring website performance

Performance measurement of tourism websites is becoming a critical issue for effective online marketing. The aim of this article is to analyse the effectiveness of entries (visit behaviour and length of sessions) depending on their traffic source: direct visit, in-link entries (for instance, en.wikipedia.org), and search engine visits (for example, Google). For this purpose, time series analysis of Google Analytics data is made use of. This method could be interesting for any tourism website optimizer.     

贸易便利化对我国跨境电商发展的影响 ——基于59个跨境电商综试区的面板数据分析

以我国59个大中型城市在2012—2019年期间的数据为依据,采取我国跨境电商综合试验区建设的准自然实验,结合双重差分的方法,对我国跨境电商的发展受到综合试验区建设的影响情况进行分析。数据分析结果显示,贸易便利化政策的落实,有力地促进了跨境电商的快速发展。我国应进一步强化贸易便利化,从而对我国跨境电子商务的长久发展保驾护航。