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Erfolgsfaktoren einer E-Commerce-Website
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Trotz starker Wachstumsraten im E-Commerce besteht ein erhebliches Potential, das vor allem mangels kundenseitigen Vertrauens nicht ausgeschpft wird. Dennis Ahrholdt untersucht, wie sich die Vertrauensausbildung positiv durch Online-Einzelhndler beeinflussen lsst. Dazu entwickelt er ein vielschichtiges Wirkmodell auf Basis der Strukturgleichungsmethodik. Um die Kaufabsicht zu prognostizieren und die Effizienz transaktionsfrdernder Website-Signale zu beurteilen, analysiert er einen umfangreichen empirischen Datensatz mit dem Partial-Least-Squares-Verfahren. Die Ergebnisse knnen E-Commerce-Akteuren als Entscheidungsgrundlage fr Investitionen zur Steigerung der Conversion-Rate dienen.
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