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1、电子商务战略中网站的关键因素外文翻译 外文翻译原文Key Website Factors In E-Business Strategy Material Source: International Journal of Information Management, 2009 29 Author: Blanca Hernndez, Julio Jimnez, M. Jos Martn 1. Introduction In recent years, the Internet has become a new channel for the commercialization of produc
2、ts conventionally sold through traditional outlets; according to the Forrester Report, the volume of US online retailing will grow from $172 billion in 2005 to $329 billion in 2010. Electronic commerce e-commerce requires little additional investment by companies a website is suf?cient and facilitat
3、es access to markets previously considered as out of reachMany companies have been built upon an exclusively electronic system of sales and, unlike the of?ine market, have employed a weak e-business strategy. This has led to serious tactical errors which have caused many ?rms to fail Phan, Chen, & A
4、hmad, 2005 Numerous authors consider that the design of a quality website is a key aspect of e-business strategy Cao, Zhang, & Seydel, 2005; Frost & Strauss, 2002; Turban, McLean, & Wetherbe, 2002 since this is the principal medium of communication to interact with current and potential customers. T
5、hus, success in the virtual market requires ?rms to correctly manage technology and the information provided on its website The purpose of this paper is to identify the key aspects which must be taken into account in the design of a commercial website and which contribute to a successful e-strategy.
6、 We adopt an integrative approach by considering information systems IS and marketing areas. We undertake a case study of a speci?c company, Aceros de Hispania, S.L. ADH /0. dedicated to the sale exclusively online of decorative, handmade weaponry: swords, knives, daggers, amour, shields, etc. Locat
7、ed in an area which has been both deprived and depressed economically in recent years, it has, nevertheless, managed to overcome obstacles such as the lack of an adequate communications network, continual depopulation, the absence of economic opportunities and a poor entrepreneurial environment. Thi
8、s has been due to a business model designed ad hoc to be developed on the Internet and which is represented through its website. ADH has become the biggest worldwide shop in its ?eld,with regard to the number of products, and the company par excellence for lovers and collectors of this type of handi
9、craft. This article begins with a review of the literature about the key factors that must form part of any business strategy directed towards electronic commerce and which de?ne a quality website. After that, the e-business strategy of ADH is analyzed. Finally, the principal lessons learned are dis
10、cussed, with a view to aiding businesses which wish to move from the traditional bricks and mortar structure to a pure dot com one. 2. Design of a commercial website An adequate e-business strategy necessarily includes the design and construction of a commercial website that visitors ?nd comfortable
11、 when interacting with the company. Website quality depends upon both its content and its ease of use Rabin, 2001. The better a company website, the greater the probabilities of success in the virtual market. In the 1990s,many studies analyzed the importance of adequate website design, concentrating
12、 on aspects such as content, use and objectives Ju-Pak, 1999; Liu, Arnett, Capella, & Beatty, 1997; Takacs & Freiden, 1998. However, as Nour and Fadlalla 2000 warn, such research provides a general description of the importance of the website but does not identify which factors must always be presen
13、t and which improve company e-strategy. Since then, other papers have carried out detailed studies about the characteristics that a website should contain see Table 1.Web quality factors appear to have an impact on user acceptance because they are ways of in?uencing user beliefs and behavioral inten
14、tion and they are, moreover, under the control of the company Ahn, Ryu, & Han, 2007. The quality of the website affects the users impression of the ?rm because it is the portal through which the transactions are conducted.Table 1:Review of the a literature on web quality.PaperFactors consideredAhn e
15、t al. 2007System quality, information quality, service qualityBoshoff 2007Ef?ciency, delivery, privacy, speed, system availability, reliabilityLin 2007System quality, information quality, service qualityWu 2007Information quality, system quality, service quality, use and user satisfactionCao et al.
16、2005System quality, information quality, service quality, attractivenessMoustakis, Tsironis and Litos 2006Content, navigation, design and structure, appearance and multimedia, uniquenessMarsico & Levialdi 2004Personal/social dimension, communication style, site/info dimensionDeLone & McLean 2003System quality, information quality, service qualityRobbins & Stylianou 2003Content, de
