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B2C eCommerce Strategy and Market Structure: The Survey Based Approach

Author

Listed:
  • Stefan W. Schmitz

    (ICE, Austrian Academy of Sciences)

  • Peter Paul Sint

    (ICE, Austrian Academy of Sciences)

Abstract
This paper follows two objectives: (i) It demonstrates the merits of the survey based approach to B2C eCommerce characteristics and company strategy, and (ii) it presents empirical evidence of the crucial importance of size and marketing investment in B2C eCommerce markets. It presents econometric estimates of the effects of company characteristics and company strategies on the performance of Viennese B2C eCommerce companies in 2001. We provide econometric analysis of three dependent variables in turn: (i) number of B2C eCommerce customers in 2000, (ii) number of B2C eCommerce employees in January 2001 and (iii) revenue growth rate in 2001. The models do explain the data quite well: Size as well as endogenous sunk costs emerge as the main success factors. Furthermore, the results of nonparametric tests are presented. They mostly confirm the econometric evidence. We also show that the quantitative results are consistent with the qualitative results of the surveys. Finally, we argue that the survey based approach to B2C eCommerce is a method that provides reliable and consistent data, and that it complements the approach based on prices and consumer behavior commonly applied.

Suggested Citation

  • Stefan W. Schmitz & Peter Paul Sint, 2003. "B2C eCommerce Strategy and Market Structure: The Survey Based Approach," Industrial Organization 0301012, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpio:0301012
    Note: Type of Document - Word for Apple; prepared on Apple OX 10.1;
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    References listed on IDEAS

    as
    1. Kathy Baylis & Jeffrey Perloff, 2002. "Price Dispersion on the Internet: Good Firms and Bad Firms," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 21(3), pages 305-324, November.
    2. Yannis Bakos, 2001. "The Emerging Landscape for Retail E-Commerce," Journal of Economic Perspectives, American Economic Association, vol. 15(1), pages 69-80, Winter.
    3. Severin Borenstein & Garth Saloner, 2001. "Economics and Electronic Commerce," Journal of Economic Perspectives, American Economic Association, vol. 15(1), pages 3-12, Winter.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    B2C eCommerce; empirical evidence; success factors; endogenous sunk costs; market structure;
    All these keywords.

    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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