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Are loading times really relevant?: Investigating e-commerce attributes for optimizing online shop performance - Softcover

Ebner, Moritz

 
9786208012939: Are loading times really relevant?: Investigating e-commerce attributes for optimizing online shop performance
Softcover
ISBN 10: 6208012937 ISBN 13: 9786208012939
Publisher: LAP LAMBERT Academic Publishing, 2024

Synopsis

The rapid development of the internet has shifted retailing from offline to online, making it crucial for small and medium enterprises (SMEs) to leverage online sales channels to reach a broader audience and stay competitive. Given their limited financial resources, SMEs must make smart investments to avoid long-term risks. This book examines whether reducing latency and adopting mobile payments in e-commerce positively impact customer loyalty and conversion rates. Using Google Analytics data from 10,000 online shops worldwide over a year, a negative binomial regression revealed that lower latency correlates with higher conversion rates, especially among mobile users, who are more sensitive to delays. The positive effect of mobile payment adoption on consumer spending was confirmed only in the U.S., suggesting cultural or market-specific differences. The study contributes to existing literature by providing a cross-cultural analysis, highlighting the importance of optimizing latency in e-commerce, particularly for mobile users, to enhance conversion rates and customer loyalty.

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Publisher
LAP LAMBERT Academic Publishing
Publication date
2024
Language
English
ISBN 10 
6208012937
ISBN 13 
9786208012939
Binding
Paperback
Number of pages
52