Products Suitable for Ecommerce： A Proposed Model for Click and Bricks Companies  

作　　者：Andrea Payaro Anna Rita Papa 

机构地区：[1]P&P Consulting & Service srl, Padua, Italy

出　　处：《Management Studies》2017年第3期205-211,共7页管理研究（英文版）

摘　　要：The Internet has become a means for socialising, shopping, and keeping informed. The true potential of the net is yet to be explored, given the many new electronic devices that can now access it. Online shopping is growing exponentially. Nevertheless, some products are easy to sell online, while others are still better to be sold at the local store. This paper aims to present a model that identifies the attributes that can improve the marketability of product by lnternet： brand, ＂touch and feel＂, scarcity, price, and cost of returns. The model is being tested in 14 bricks and clicks retailers. Interviews with top management evaluate the validity of the attributes considered. All interviewed persons consider all of these attributes like a valid tool to select which products they can sell by Internet. The positive effects are the reduction of unsold goods, the increasing of visited pages in the web site, the reduction of costs due to returns, the increasing of income, and the rationalization of the offer. The information could help retailers adapt their strategies to fit customer＇s needs and attract and retain customers. From the marketing point of view, the knowledge from this study could help to create marketing strategies tailored to respond to online consumer＇s specific requirements and needs.

关 键 词：E-COMMERCE attributes click and brick 

分 类 号：F[经济管理]