Research Paper: "Measuring effectiveness of E-Commerce Systems"
Measuring
effectiveness of E-Commerce Systems
KAUSHAL
DESAI
Assistant professor of English
language & Literature,
At-Shree
Parekh Science, Arts & Commerce College,
Mahuva,
Gujarat, India.
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Abstract:
The
foremost concept of E-commerce has enhanced the usage of Web Assessment Method,
Going beyond Traditional Marketing, and E-commerce intelligence. It can relate
with E-Market for the new trends in this area. This paper is contributes to
several areas of Web usage analysis for E-Commerce system. It can be pointed
out that measurement of e-business performance has exceptional in this field.
E-business performance can be measured in several ways, ranging from measures
of traffic on an e-commerce site, to measures of customer behavior, and
ultimately, to measures of e-business effectiveness. One of the great benefits
of the internet is that it enables tracking and measurement of business
activity. In this paper we will consider the benefits provided by well designed
metrics, what aspects of e-commerce can be measured, and what are the sources
of information for such measurements. An e-commerce system is a software
platform where buyers and sellers interact through web-based services.
Accessing content on-line or remotely manage transactions is difficult for
novice users which are the majority of the on-line population today. E-commerce
systems differ from other web applications in that a basic condition of their
success is the total involvement of the end-user at almost every stage of the
purchasing process. This is not the case in the majority of other web
applications. The growth that Business to Consumer e-commerce systems has
experienced in the past few years has triggered the research on the
identification of the factors that determine end-user acceptance of such
systems.
Keywords: E-Commerce, quality
attributes, evaluation framework, Web Assessment Method, Going beyond
Traditional Marketing, and E-commerce intelligence, E-Commerce Website Success,
E-Market.
Introduction
E-commerce
systems are comprised of many components with several configuration parameters
that optimize system performance. How the performance get works so taking sense
of these parameters include hardware components (routers, firewalls, digital
switches, servers, and workstations); software products (HTML editors, Java
development environments, network user interfaces, browsers, groupware, middleware,
and so forth); network elements (such as wireless, cable, and satellite networks,
and Web-based telephony); other transmission network services (the Internet and
virtual private networks). (S., L. and P.) E-commerce systems are heterogeneous,
distributed and concurrent and as such, designing for quality is not an easy
task. B2C software has several features that make traditional software quality
metrics less effective in producing realistic quality measurements. To ensure
the high quality of e-commerce systems, rigorous web engineering approaches are
needed to help developers to address the complexities of these web
applications, as well as to minimize the risk of development, deal with the possibility
of change, and deliver applications quickly, based on end-users’ requirements.
It can be based on the target provider that can use work smoothly plus
essential approach for the proper work. Bellow image can highlight essential
point.
From
the New Testament it has been convicted that Beginning from the corpus of
existing general purpose web metrics, the first step of our methodology for
constructing the framework includes a survey of web metrics that can be applied
to e-commerce systems. The survey resulted in a categorization and qualitative
measurement of metrics and it is unique in its B2C software orientation. This
helped not only to gain a spherical view of the field but to identify gaps that
need to be filled in. This classification is beneficial to researchers who may
wish to carry out a meta-analysis of quality evaluation of end-users’
preferences. After the collection and initial categorization, the metrics were
categorized using the framework, which also includes a taxonomy that identifies
internal metric characteristics. A data mining analysis provided a set of
association rules between the various dimensions of the framework. The
framework answers questions about what metrics are appropriate for evaluating
different parts of an e-commerce system and how they can be measured. These are
usually questions involving at most two dimensions of the framework. In order
to provide answers to more complex questions involving combinations of
dimensions, an ontology that corresponds to the framework was developed. The
population of the ontology with the results of the categorization analysis
resulted in e-commerce web metrics knowledge base.
E-business
To express about this
point, in 21st century modified the work with conduction way to all.
And it can enhance the things more evidently. And by looking on metrics it can
be more crystal clear.
(Chapter 12
Metrics for Performance)
Management
and measurement go hand in hand. Commonly heard expressions in business are,
“If you don’t measure it, you cannot manage it” and “If you don’t measure it,
it doesn’t get done.” Metrics can help an entity to better understand its
business model to understand the customer base and thereby better target the
content of the e-commerce website, to better target promotions and discounts,
product placements, up-selling and cross-selling, and to better manage price
points.
Nevertheless,
there are several broad categories of measurements that should be considered
for use in assessing performance of e-commerce units:
·
traffic and site usage metrics
·
marketing metrics
·
financial metrics
·
other performance metrics
·
multi-dimensional scorecards
Metrics
can serve as a communication device to provide guidance to the personnel who
are assigned the responsibility for achieving strategic objectives on what they
are expected to do, since implicit within metrics are the variables that must
be acted upon to positively affect those metrics.
E-Commerce
Websites with the Web Assessment Method
Since
the time is begins with online trades as well methods to access, The Internet
could be, at least from a technological point of view, the closest
approximation of a perfect market and a frictionless economy. Ubiquitous
information allows buyers to compare the offerings of vendors worldwide. One
prediction of customer behavior claims that all marketing activity can be
reduced to one factor, namely price. Writes Kuttner, for example, in Business
Week: “But in Net commerce, the whole premise is that consumers will
be, and should be, fickle. So the comparison shopper can use Amazon's
delightful book reviews and other nifty features and then disloyally buy the
product from Barnes & Noble if the price is lower” (Kuttner)
At
present, Amazon apparently has found a unique Internet selling proposition by
creating a loyal virtual community. That said, what precisely made Amazon more
flourishing than its competitors? This question of "what makes Websites
more attractive than the ones of the competition?" is the focus of the Web
Assessment model. We aim at identifying possible success factors that
differentiate one website from similar offerings within the same industrial
sector. For one, as the Web has created a new marketing arena with new rules
and new opportunities, Amazon employs a very distinctive marketing and website
strategy. Today, many approaches for the assessment of Internet marketing strategies
(e.g. Dutta et al. 1997; Palmer and Griffith 1998) are based on existing
marketing paradigms. As pointed out by Palmer and Griffith (1998) website design
includes both marketing and technical issues. Next to that, the electronic
realm creates entirely new marketing opportunities that call for new concepts.
The Web Assessment model is based on the three market transaction phases information,
agreement, and settlement and a special "community component". The
model goes beyond traditional concepts by dedicating special attention to the
unique feature of the Internet to build loyal virtual communities. The Web
Assessment model does not focus on the electronic commerce strategy for a
certain firm or the ex-ante decision of whether to go online and invest in this
type of technology platform. Instead, the model provides a useful analysis of
the quality of a commercial website from a consumer perspective.
Based
upon the Web Assessment methodology a software tool was created in order to
enable Web users to make an online evaluation of their favorite Web sites. The
paper describes the underlying model and presents the first observations which
could be made when using the tool. The findings outlined in this paper were
collected from participating Internet users who completed the online
questionnaire. The data is a collection of subjective user assessments of
various Internet commerce applications. There are various kinds of observations
which can be made with the Web Assessment tool. We selected examples portraying
a "single company profile" and an "inter-business
comparison". The inter-business comparison is explored in more detail
using the examples of two bookstores the already legendary virtual Amazon.com
versus the traditional bookseller Barnes & Noble.
E-Commerce
Website Success
with
the huge area of trends and it can enlightened the E-market end with that
Business managers have recognized the need to assess the payoffs of the
e-commerce investment, yet they are less able to assess the effectiveness of
their website due to limited measurements available to them (Straub et al,
2002). Clear, useful measurements that capture website performance have long
enabled managers to improve strategies and operations. Optimizing the
efficiency of this site it us look of the analysis.
The
website, the basic element of conducting business online, is a collection of
pages residing on servers that is connected to World Wide Web. It is an
information system written in a special language enabling different functionalities
allowing the access of anyone with an Internet connection. It is an outcome of
a firm’s effort to communicate with customers. The task assigned to the
website, however, is reflected on the firm’s online model. A business model
that underlies an e-commerce system operates such a website to serve as a
communication channel for bidirectional information transfer, a platform for
transacting, an interface for providing customer service (Quelch and Klein
1996) and allow the conduct of marketing (Schubert and Selz 2001). While the
goal of such a business model is to sell their products/services and maximize
profit/shareholder value by allowing transactions online with another party,
organizations that incorporate such technologies still need to have a sense of
what proportion of their business will be online, their target audience, their
value preposition, and most importantly, the path for delivering maximum
customer value (Krishnamurthy 2003).
The
drivers of value in the physical space are driven by the marketing mix.
However, in the online space, customers are using the commercial website for
informational, transactional and/or customer services purposes. The absence of
face to face interaction between buyer and seller and the non-verbal cues can be
offset by other factors such as product information, as buyers can only attend
to the characteristics of the message being sent to them (Coughlan et al 2006);
quality factors such as interactivity functionalities to make customers feel
that they are part of the process; assisting customers to find and select
products; responsiveness to queries, to name just a few. Therefore, the
objective of the organization must be to differentiate the site and create a
web-unique selling proposition appealing to the target group(s), consolidating
competitive advantage and conveying a customer value. Hence the organizational
uses of the website are focused on enhancing the visibility of their Internet
exposure to their existing and potential customers, communicating company
image, increasing brand awareness, supporting their customers to effectively
use products or services provided by the firm and focusing on the three phases
of marketing: pre-sale, on-line sale and after-sale. Let us check the system
that how it can be analyses.
Thus,
all the circumstances may affect to the target point. Once the system quality
approaches to the user satisfaction so it can make outcome with benefits. It
suggested that the quality of the content, system and service of the IS
determine the users’ intention to use, their actual use and their satisfaction
with the IS. The question makes relief that service quality is good for the
use.
This
paper steal a look with various aspects concerning with E-Commerce and measure
it with effectiveness. However, in 21st century these whole
dimension hierarchies give particular things to peep in and come out with
gigantic result. Yet, somehow the base is musing about progress in future
access with introducing altar-techniques and with betterment.
Works Cited
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Krishnamurthy, Sandeep (2003), E-commerce
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Schubert, P. and D. Selz (2001), "Measuring
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