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The Adoption of the Internet by Retailers 59 The Adoption of the Internet by Retailers: A New Typology of Strategies J.W.J. Weltevreden, O.A.L.C. Atzema, and R.A. Boschma HE rapid growth of consumer Internet access and online shopping and the potential benefits of the Internet Tfor traditional retailers have led to a growing body of literature on the adoption of business-to-consumer (b2c) e-commerce by traditional retailers. Most of this literature primarily focuses on two stages of b2c e-commerce adoption, that is, the adoption of an information-only strategy and the Weltevreden et al. exploitation of online sales. However, as some authors point out, within these main stages De Kare-Silver more Internet strategies can be discerned. For example, websites Steinfield et al. without online sales can differ in respect to the product infor- mation that is displayed, or the possibility of interaction via the website between a retailer and his (potential) customers. Online sales strategies may differ in the linkages that exist between the website and a retailer’s physical outlet(s) and the resemblance between both channels. Few exceptions aside, no empirical research has been conducted about b2c e-commerce adoption using a detailed classification of Internet strategies. The few Smit et al. empirical
Journal of Urban Technology – Taylor & Francis
Published: Dec 1, 2005
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