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2016 | OriginalPaper | Buchkapitel

Technology Sourcing for Website Personalization: A Supply- and Demand-Side Perspective

verfasst von : Poonam Oberoi, Chirag Patel, Christophe Haon

Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

Verlag: Springer International Publishing

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Abstract

Literature on website personalization has adopted a demand-side perspective and studied either the direct effects of website personalization or the moderating effect of other demand-side variables on performance of website personalization. In so doing, the moderating effect of crucial supply-side variables, like technology choices for website personalization, has been ignored. To address the interaction between the supply-side and the demand-side, we ask the following question: What is the moderating effect of firm-level technology sourcing choices on the relation between website personalization and sales performance? We use the concepts of information efficiency and adaptability to develop our hypotheses. Using data from 500 US e-retailers, we contend that offering website personalization has a positive effect on sales, and that among firms that offer website personalization, the ones that use both internally and externally developed technology are likely to have greater sales performance than firms that use either internally or externally developed website personalization.

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Vorheriges Kapitel Choosing the Right Partners: The Impact of Internal and External Integration on Innovation Performance

Nächstes Kapitel Open-Source Strategy to Enhance Imaginative Intensity and Profits

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The estimated mean of log of sales performance when technology is externally developed is 18,516, when technology is developed both internally and externally is 21,212, and when technology is developed internally is 18,768. We can observe that the mean is highest when technology is developed both internally and externally. The difference between the means of logs of sales performance when technology is developed both internally and externally and when technology is developed externally is 2695 (p < 0.05). The difference between the means of logs of sales performance when technology is developed both internally and externally and when technology is developed internally is 2443 (p < 0.1).

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Titel: Technology Sourcing for Website Personalization: A Supply- and Demand-Side Perspective
verfasst von: Poonam Oberoi
Chirag Patel
Christophe Haon
Verlag: Springer International Publishing
Buch: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
Print ISBN: 978-3-319-26646-6

Electronic ISBN: 978-3-319-26647-3

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_91