What is it about?
E-commerce market is still growing, but competition become very strong. The analysis of the conveyed image of 94 commercial websites shows that today websites are mainly differentiated on product-price offer and by their institutional image. The product organization and utilitarian-economic dimension of websites have a positive influence on visitor number and pages viewed per visitor.
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Why is it important?
Some new differentiation options are proposed.
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This page is a summary of: Quels éléments de différenciation pour les sites web marchands ? Une approche par l'image transmise, Management & Avenir, January 2012, CAIRN,
DOI: 10.3917/mav.058.0033.
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