Fundamental Success Factors for Online Shopthe Consumer Perspectives- Market Research from Ralf Hossdorf Author

German E-commerce is well-off; an average growth in revenue of 17% in the first half of 2005 implies much better market conditions than the traditional retail business has experienced. Nevertheless numerous online shops are struggling with increasing competition and shop shutdowns appear as frequent as openings. Consequently it is the objective of most online shops to motivate consumers to purchase. Due to the fact that many online shops fail to accomplish this objective, this study intends to investigate which characteristics online shops have to provide in order be chosen by consumers. To investigate this issue the author has conducted a survey with two research questions: - What characteristics of online shops are potential choice criteria from the consumer’s perspective? - Which choice criteria are the most fundamental success factors? The author first provides a detailed overview about the internet economy, its particpants and its different business models. After that the different parts of the survey are explained, the results are analyzed and a conclusion is drawn on the basis of the analysis in order to answer the research questions. This book is adressed to operators of online shops, web-designers, programmers, consultants, decision makers of E-commerce businesses and anybody who wants to generate sales with a website.