Zoekresultaten

Business performance and purchase intentions in cross-border e-commerce

Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective marketing strategies, attract foreign consumers to retailers’ websites, and convert their visits into actual purchases. This dissertation contributes to the growing literature on cross-border e-commerce by examining how e-retailers can shape their marketing strategy to reach foreign consumers who may make a purchase and what drives consumers’ perceptions and preferences before making thatpurchase. To this end, study 1 examines how and to what extent small e-retailers can shape their marketing strategies to increase their use of digital marketing tactics and thereby improve their performance in foreign markets by comparing e-retailers originating from developed and emerging e-commerce markets. Study 2 focuses on how store values and country stereotype perceptions leadto higher trust between consumers and retailers in foreign e-stores, and how this differs for European consumers shopping at U.S. and Chinese e-stores. The thirdstudy addresses why consumers buy from foreign e-stores when they can buy domestically. It examines three different categories of determinants across generational cohorts: e-store characteristics, domain-specific values, and human values. Overall, this dissertation demonstrates the drivers of small retailers’ business performance and consumers’ purchase intentions in cross-bordere-commerce while showing that neither e-retailers nor consumers should be considered uniform or generalizable.

Will MyBank lead to more cross-border e-commerce in the EU?

The launch of MyBank – the EU wide online payment system that provides consumers the possibility to make payments for goods and services in other EU countries via their own online banking environment – may give a boost to cross-border e-commerce within the European Union.

2021 European E-commerce Report

Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets

In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.

Cross-border e-commerce

De expertgroep Cross-border (E)-commerce heeft dit jaar onderzoek gedaan naar de gevolgen van de COVID-19-pandemie voor de internationale e-commercemarkt. De wereldwijde economie kreeg een forse dreun te verwerken. Zijn er alleen maar verliezers in deze wereldwijde crisis, door velen betiteld als de grootste uitdaging sinds de Tweede Wereldoorlog? Nou nee, er zijn ook bedrijven die zich (deels) aan de misère hebben weten te onttrekken, onder andere door een focus op internationale e-commerce. De expertgroep maakte een aantal podcasts waarin verschillende internationaal opererende bedrijven en deskundigen ervaringen delen en toekomstvisies ontvouwen over de gevolgen van de pandemie voor de cross-border e-commercemarkt.

Hoe tevreden zijn e-commerce bedrijven met hun dienstverleners?

In Nederland gevestigde e-commerce bedrijven zijn meer tevreden over hun logistics service provider en affiliatenetwerk, dan over hun payment service provider. Daarnaast zijn ze aanzienlijk meer loyaal aan hun logistics service provider dan aan beide andere e-commerce dienstverleners. Dit blijkt uit onderzoek van de eCommerce Foundation en het Centre for Applied Research on Economics and Management van de Hogeschool van Amsterdam in samenwerking met onder andere Twinkle.