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摘要：本文考虑三个因素,类型的公司(点击和迫击炮、纯运动员),进入市场的时机与程度在产品部门的下怀,以检查他们影响电子商务的性能。我想以后的关系这两个问题与类型的公司。特别是一种特殊类型的公司是否进入电子市场最早的、特定类型的公司也是否更适合销售产品具有高或低的数字内容。这项工作对使用一些新颖的方法论的水平在一个扇形。下怀主要的结果表明,纯球员表现的很好,操作边的业务,但不是有效的吸引游客为自己的网站。进入市场前显著提高性能和纯球员从事因特网上购物明显早于传统零售商所做的。最后,作为下怀的程度在产品方面表现不增大公司增加,许多作者预测。

Which, When and What: E-commerce Performance

Abstract
This dissertation considers three factors, type of firm (Clicks and Mortar, Pure Player or Cataloguer), timing of entry into the market and the extent of digitisation in the product sector, in order to examine their effect on e-commerce performance. I also consider any relationship that the later of these two issues has with the type of firm. Specifically whether a particular type of firm entered the electronic marketplace earliest and also whether particular types of firms are better suited to selling products with a high or low digital content. The work uses some novel methodology in specifying the level of digitisation in a sector. The main results demonstrate that Pure Players perform best in the operational side of the business but are not effective at attracting visitors to their websites. Earlier entry into the market significantly increases performance and Cataloguers and Pure Players engaged in Internet retailing significantly earlier than the traditional retailers did. Finally, as the extent of digitisation in a product sector increases firm performance does not increase as many authors have predicted. Rather, Pure Players perform better as the extent of digitisation increases with the traditional firms performing better in less digitised sectors.

Table of Contents
1 INTRODUCTION.....................................................................................................4
1.1 MOTIVATION............................................................................................................4
1.2 CONTEXT AND RATIONALE.....................................................................................4
1.3 THEORETICAL OVERVIEW.......................................................................................6
1.4 WHAT DO WE MEAN BY INTERNET PERFORMANCE................................................8
2 THEORY...................................................................................................................9
2.1 INNOVATION AND THE INCUMBENT.........................................................................9
2.2 CLICKS AND MORTAR VERSUS PURE PLAYERS.....................................................10
2.3 THE CATALOGUE MODEL OF RETAILING................................................................17
2.4 FIRST MOVERS......................................................................................................19
2.5 PRODUCT ATTRIBUTES AND PERFORMANCE.........................................................22
2.6 THEORETICAL SUMMARY......................................................................................24
3 METHODOLOGY AND SAMPLING...................................................................26
3.1 MEASURES.............................................................................................................26
3.2 MODEL SPECIFICATIONS........................................................................................28
4 RESULTS................................................................................................................30
4.1 REGRESSION RESULTS...........................................................................................30
4.2 TYPE OF FIRM AND PERFORMANCE.......................................................................32
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