The Role of Online Buying Experience as a Competitive Advantage: Evidence from Third‐Party Ratings for E‐Commerce Firms
The Journal of BusinessPublished 1 April 2004
Suresh Kotha, Shivaram Rajgopal, Mohan Venkatachalam
Citations68
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TL;DR
The relation between third-party ratings of online buying experience provided by Gomez Advisors and firms' Tobin's q for a sample of 46 e-commerce firms during the period 4Q: 1999 to 3Q: 2000 is found to be positive but decreasing in the extent of competition.
Abstract
Claims have often been made that the quality of online buying experience—Web site usability, product selection, the extent of customer confidence, and the quality of customer relationships—are crucial to the success of e‐commerce firms. We posit that Web site usability and product selection can be competed away via imitation, while customer confidence and relationship services represent a sustainable competitive advantage. Evidence from the association between third‐party ratings of online buying experience and firms’ Tobin’s q for a sample of 46 e‐commerce firms during the period 1999–2000 is consistent with our posited hypotheses.
Keywords
Social SciencesDecision SciencesBusiness, Management and Accounting
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