Title:	A PRELIMINARY STUDY OF FACTORS INFLUENCING THE IMPLEMENTATION EFFECTIVENESS OF CLICK-AND-MORTAR E-COMMERCE
Author(s):	Jung-Chi Pai, Chih-Hung Yeh, Tai-Yueh Lin
ISBN:	978-972-8939-76-2
Editors:	Gunilla Bradley, Diane Whitehouse and Angela Lin
Year:	2012
Edition:	Single
Keywords:	Click-and-mortar e-commerce; Technology-organization-environment (TOE) framework
Type:	Short Paper
First Page:	96
Last Page:	100
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	The strategic values of network technology and the positive impact of the internet on the competitive advantages of enterprises have increased the need for implementing innovative e-commerce applications. Since click-and-mortar e-commerce is characterized by market extension, improved differentiation, cost savings and enhanced trust, it has become an emerging and focal point of interest for many enterprises. Determining how to implement click-and-mortar e-commerce to satisfy customer needs and improve business performance is also considered an important issue for enterprises. In the literature, the issues relating to the development of click-and-mortar e-commerce have been explored from different perspectives; however, most of the studies focus on exploring the concept of click-and-mortar e-commerce, or the factors affecting the online shopping intention in the click-and-mortar context. Few empirical studies have examined the factors affecting the implementation effectiveness of click-and-mortar e-commerce, by using the technology-organization-environment (TOE) framework. In this paper, the researcher synthesizes and summarizes the relevant literature on the click-and-mortar e-commerce and explores issues relating to the factors that affect its implementation effectiveness. First, the paper explores the meaning and concept of click-and-mortar e-commerce; second, it examines the concept and application of the TOE framework and finally, the paper proposes a conceptual framework based on the TOE concept. The proposed framework can provide a theoretical basis for conducting empirical studies in related fields and serve as an important reference for practitioners of click-and-mortar e-commerce in the e-business era.
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