A Literature Review on the Studies of Internet Retailing Management
Tao Zhang, Guijun Zhuang, Yuanyuan Huang
DOI: 10.4236/ti.2010.11003   PDF    HTML     10,511 Downloads   23,207 Views   Citations


This paper reviewed the studies of Internet retailing management. It found that, in general, most of the pa-pers on the topic took focus on Internet retailing strategy and online merchandise management. Specifically, it drawn following conclusions: First, there were six major incentives for firms to adopt Internet retailing, including improving internal communication, improving operational efficiency, facing competition, enhanc-ing customer services, reaching out to a wider audience, and improving relations with suppliers. Second, cost of Internet trading and consumer preference were negatively, while status of Internet retailing strategy, tech-nology capability, Internet communication preference, Internet marketplace, and market development op-portunity were positively, affect firms to adopt Internet retailing. Third, market positioning, business model, estimation of the market size, Internet-based innovative application, and strong brand of website were the key factors for the success of an online retailing website. Fourth, cross-channel conflict might be reduced by reconstructing the business process or adjusting the pricing strategy, while Internet retailing inventory might be improved by firms’ zero inventory policy, in-stock inventory policy, and dynamic inventory policy. Fi-nally, a firm’s quality of logistics and delivery could be increased by high-value-package strategy and emer-gency transshipments. Implications of these conclusions were suggested。

Share and Cite:

Zhang, T. , Zhuang, G. and Huang, Y. (2010) A Literature Review on the Studies of Internet Retailing Management. Technology and Investment, 1, 19-25. doi: 10.4236/ti.2010.11003.

Conflicts of Interest

The authors declare no conflicts of interest.


[1] M. Levy and B. A. Weitz, “Retailing management,” Richard D. Irwin, Inc. Massachusetts, 2006.
[2] B. Rosenbloom, “Marketing channels: A management view,” 6th edition, The Dryden Press. New York, 1999.
[3] N. F. Doherty and F. E. Ellis-Chadwick, “New perspectives in Internet retailing: A review and strategic critique of the field,” In International Journal of Retail & Distribution Management, Vol. 34, No. 4–5, pp. 411–428, 2006.
[4] D. Grewal, G. R. Iyer and M. Levy, “Internet retailing: Enablers, limiters and market consequences,” In Journal of Business Research, Vol. 57, No. 7, pp. 703–713, 2004.
[5] M. K. C. Cheung, W. W. G. Chan and M. Limayem, “A critical review of online consumer behavior: Empirical research,” In Journal of Electronic Commerce in Organizations, Vol. 3, No. 4, pp. 1–19, 2005.
[6] D.-Q. Yao and J. J. Liu, “Channel redistribution with direct selling,” In European Journal of Operational Research, Vol. 144, No. 3, pp. 646–658, 2003.
[7] W. R. Swinyard, “Retailing trends in the USA: Competition, consumers, technology and the economy,” In International Journal of Retail & Distribution Management, Vol. 25, No. 8–9, pp. 244–256, 1997.
[8] K. T. Rosen and A. L. Howard, “Eretail: Gold rush or fool's gold?” In California Management Review, Vol. 42, No. 3, pp. 72–100, 2000.
[9] J. Drennan and J. R. McColl-Kennedy, “The relationship between Internet use and perceived performance in retail and professional service firms,” In Journal of Services Marketing, Vol. 17, No. 3, pp. 295–311, 2003.
[10] N. F. Doherty, F. Ellis-Chadwick and C. A. Hart, “Cyber retailing in the UK: The potential of the Internet as a re-tail channel,” In International Journal of Retail & Distri-bution Management, Vol. 27, No. 1, pp. 22–36, 1999.
[11] C. Hart, N. Doherty and F. Ellis-Chadwick, “Retailer ad- option of the Internet: Implications for retail marketing,” In European Journal of Marketing, Vol. 34, No. 8, pp. 954–974, 2000.
[12] H. Kotzab and M. Madlberger, “European retailing in e-transition?” In International Journal of Physical Distri-bution & Logistics Management, Vol. 31, No. 6, pp. 440– 462, 2001.
[13] S. Chen and F. Leteney, “Get real! Managing the next st- age of Internet retail,” In European Management Journal, Vol. 18, No. 5, pp. 519–528, 2000.
[14] J. A. A. Sillince, S. Macdonald, B. Lefang and B. Frost, “Email adoption, diffusion, use and impact within small,” In International Journal of Information Management, Vol. 18, No. 4, pp. 231–243, 1998.
[15] M. D. Elizabeth and J. G. David, “An exploratory com-parison of electronic commerce adoption in large and small enterprises,” In Journal of Information Technology, Vol. 17, No. 3, pp. 133–147, 2002.
[16] N. Whittaker, “Why marketing, not technology, drives net retail,” In Marketing, 26, 1999.
[17] N. M. Levenburg, “Delivering customer value online: An analysis of practices, applications, and performance,” In Journal of Retailing and Consumer Services, Vol. 12, No. 5, pp. 319–331, 2005.
[18] N. Doherty, F. Ellis-Chadwick and C. Hart, “An analysis of the factors affecting the adoption of the Internet in the UK retail sector,” In Journal of Business Research, Vol. 56, No. 11, pp. 887–897, 2003.
[19] M. K. O. Lee and C. M. K. Cheung, “Internet retailing adoption by small-to-medium sized enterprises (SMEs): A multiple-case study,” In Information Systems Frontiers, Vol. 6, No. 4, pp. 385–397, 2004.
[20] D. Pavitt, “Retailing and the super high street: The future of the electronic home shopping industry,” In Interna-tional Journal of Retail & Distribution Management, Vol. 25, No. 1, pp. 38–43, 1997.
[21] J. R. Lawrence and J. T. Douglas, “Viewpoint: The de-cline and fall of Internet grocery retailers,” In Interna-tional Journal of Retail & Distribution Management, Vol. 29, No. 6–7, pp. 266–273, 2001.
[22] S. Kotha, “Competing on the Internet: The case of Ama-zon.com,” In European Management Journal, Vol. 16, No. 2, pp. 212–222, 1998.
[23] A. R. Peterson, S. Balasubramanian, and B. J. Bronnen-berg, “Exploring the implications of the Internet for consumer marketing,” In Journal of the Academy of Market-ing Science, Vol. 25, No. 4, pp. 329–346, 1997.
[24] A. Enders and T. Jelassi, “The converging business mod-els of Internet and bricks-and-mortar retailers,” In Euro-pean Management Journal, Vol. 18, No. 5, pp. 542–550, 2000.
[25] L. P. A. Simons, C. Steinfield and H. Bouwman, “Strate-gic positioning of the Web in a multichannel market ap-proach,” In Internet Research, Vol. 12, No. 4, pp. 339– 347, 2002.
[26] D.-Q. Yao and J. J. Liu, “Competitive pricing of mixed retail and e-tail distribution channels,” In Omega, Vol. 33, No. 3, pp. 235–247, 2005.
[27] F.-F. Tang and X. Xing, “Will the growth of multi-cha- nnel retailing diminish the pricing efficiency of the web?” In Journal of Retailing, Vol. 77, No. 3, pp. 319–333, 2001.
[28] J. P. Bailey and E. Rabinovich, “Internet book retailing and supply chain management: An analytical study of in-ventory location speculation and postponement,” In Tran- sportation Research Part E: Logistics and Transportation Review, Vol. 41, No. 3, pp. 159–177, 2005.
[29] H. Zhao and Y. Cao, “The role of e-tailer inventory pol-icy on e-tailer pricing and profitability,” In Journal of Retailing, Vol. 80, No. 3, pp. 207–219, 2004.
[30] E. Rabinovich and J. P. Bailey, “Physical distribution service quality in Internet retailing: Service pricing, tran- saction attributes, and firm attributes,” In Journal of Op-erations Management, Vol. 21, No. 6, pp. 651–672, 2004.
[31] E. Rabinovich, “Consumer direct fulfillment performance in Internet retailing: Emergency transshipments and de-mand dispersion,” In Journal of Business Logistics, Vol. 26, No. 1, pp. 79–112, 2005.
[32] T. C. Du, E. Y. Li and D. Chou, “Dynamic vehicle rout-ing for online B2C delivery,” In Omega, Vol. 33, No. 1, pp. 33–45, 2005.
[33] P. Katerattanakul and K. Siau, “Creating a virtual store image,” In Communications of the ACM, Vol. 46, No. 12, pp. 226–232, 2003.
[34] S. F. King and J.-S. Liou, “A framework for Internet channel evaluation,” In International Journal of Informa-tion Management, Vol. 24, No. 6, pp. 473–488, 2004.
[35] A. K. J. Barlow, N. Q. Siddiqui and M. Mannion, “De-velopments in information and communication technolo-gies for retail marketing channels,” In International Jour-nal of Retail & Distribution Management, Vol. 32, No. 2–3, pp. 157–163, 2004.
[36] Z. Jiang, W. Wang and I. Benbasat, “Multi-media-based interactive advising technology for online consumer deci-sion support,” In Communications of the ACM, Vol. 48, No. 9, pp. 92–98, 2005.

Copyright © 2024 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.