Conversion rate determinants in e-commerce websites. What about moderation effects?

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2018-10-01 DOI:10.1504/IJEMR.2018.10012150

Davide Di Fatta, David Diwei Lu

引用次数: 0

Abstract

Online retailers invest significant resource to improve conversion rates, defined as the proportion of website visitors that make a purchase. Using 1,184 observations from six e-commerce websites, this paper aims to analyse conversion rate determinants, also considering moderation effects of seasonality and webpage speed of load. Results show that free shipping and discounts policy have a positive effect on the conversion rate, moderated by seasonality and load speed. These finding could be useful guidelines for e-commerce managers in order to allocate their limited resources to the most relevant factor to increase online sales.

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电子商务网站的转化率决定因素。那么适度效应呢?

在线零售商投入大量资源来提高转化率，即网站访问者进行购买的比例。本文利用6个电子商务网站的1184个观察结果，分析了转化率的决定因素，同时考虑了季节性和网页加载速度的调节作用。结果表明，免运费和折扣政策对转化率有积极影响，受季节性和装载速度的调节。这些发现可以为电子商务经理提供有用的指导，以便将有限的资源分配到最相关的因素上，以增加在线销售。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.