Measuring effectiveness of E-Commerce Systems

Measuring effectiveness of E-Commerce Systems
KAUSHALDESAI
Assistant professor of English language & Literature,
At-Shree Parekh Science, Arts & Commerce College,
Mahuva, Gujarat, India.
Kaushaldesai123@gmail.com
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Abstract:
The foremost concept of E-commerce has enhanced the usage of Web Assessment Method,
Going beyond Traditional Marketing, and E-commerce intelligence. It can relate with E-
Market for the new trends in this area. This paper is contributes to several areas of Web usage
analysis for E-Commerce system. It can be pointed out that measurement of e-business
performance has exceptional in this field. E-business performance can be measured in several
ways, ranging from measures of traffic on an e-commerce site, to measures of customer
behavior, and ultimately, to measures of e-business effectiveness. One of the great benefits of
the internet is that it enables tracking and measurement of business activity. In this paper we
will consider the benefits provided by well designed metrics, what aspects of e-commerce can
be measured, and what are the sources of information for such measurements. An e-
commerce system is a software platform where buyers and sellers interact through web-based
services. Accessing content on-line or remotely manage transactions is difficult for novice
users which are the majority of the on-line population today. E-commerce systems differ from
other web applications in that a basic condition of their success is the total involvement of the
end-user at almost every stage of the purchasing process. This is not the case in the majority
of other web applications. The growth that Business to Consumer e-commerce systems has
experienced in the past few years has triggered the research on the identification of the
factors that determine end-user acceptance of such systems.
Keywords: E-Commerce, quality attributes, evaluation framework, Web Assessment Method,
Going beyond Traditional Marketing, and E-commerce intelligence, E-Commerce Website
Success, E-Market.

Introduction
E-commerce systems are comprised of many components with several configuration
parameters that optimize system performance. How the performance get works so taking
sense of these parameters include hardware components (routers, firewalls, digital switches,
servers, and workstations); software products (HTML editors, Java development
environments, network user interfaces, browsers, groupware, middleware, and so forth);
network elements (such as wireless, cable, and satellite networks, and Web-based telephony);
other transmission network services (the Internet and virtual private networks). (S., L. and P.)
E-commerce systems are heterogeneous, distributed and concurrent and as such, designing
for quality is not an easy task. B2C software has several features that make traditional
software quality metrics less effective in producing realistic quality measurements. To ensure
the high quality of e-commerce systems, rigorous web engineering approaches are needed to
help developers to address the complexities of these web applications, as well as to minimize
the risk of development, deal with the possibility of change, and deliver applications quickly,
based on end-users’ requirements. It can be based on the target provider that can use work
smoothly plus essential approach for the proper work. Bellow image can highlight essential
point.

From the New Testament it has been convicted that Beginning from the corpus of existing
general purpose web metrics, the first step of our methodology for constructing the
framework includes a survey of web metrics that can be applied to e-commerce systems. The
survey resulted in a categorization and qualitative measurement of metrics and it is unique in
its B2C software orientation. This helped not only to gain a spherical view of the field but to
identify gaps that need to be filled in. This classification is beneficial to researchers who may
wish to carry out a meta-analysis of quality evaluation of end-users’ preferences. After the
collection and initial categorization, the metrics were categorized using the framework, which
also includes a taxonomy that identifies internal metric characteristics. A data mining analysis
provided a set of association rules between the various dimensions of the framework. The
framework answers questions about what metrics are appropriate for evaluating different
parts of an e-commerce system and how they can be measured. These are usually questions
involving at most two dimensions of the framework. In order to provide answers to more
complex questions involving combinations of dimensions, an ontology that corresponds to
the framework was developed. The population of the ontology with the results of the
categorization analysis resulted in e-commerce web metrics knowledge base.
E-business
To express about this point, in 21st
century modified the work with conduction way to all.
And it can enhance the things more evidently. And by looking on metrics it can be more
crystal clear.
(Chapter 12 Metrics for Performance)

Management and measurement go hand in hand. Commonly heard expressions in business
are, “If you don’t measure it, you cannot manage it” and “If you don’t measure it, it doesn’t
get done.” Metrics can help an entity to better understand its business model to understand
the customer base and thereby better target the content of the e-commerce website, to better
target promotions and discounts, product placements, up-selling and cross-selling, and to
better manage price points.
Nevertheless, there are several broad categories of measurements that should be considered
for use in assessing performance of e-commerce units:
 traffic and site usage metrics
 marketing metrics
 financial metrics
 other performance metrics
 multi-dimensional scorecards
Metrics can serve as a communication device to provide guidance to the personnel who are
assigned the responsibility for achieving strategic objectives on what they are expected to do,
since implicit within metrics are the variables that must be acted upon to positively affect
those metrics.
E-Commerce Websites with the Web AssessmentMethod
Since the time is begins with online trades as well methods to access, The Internet could be,
at least from a technological point of view, the closest approximation of a perfect market and
a frictionless economy. Ubiquitous information allows buyers to compare the offerings of
vendors worldwide. One prediction of customer behavior claims that all marketing activity
can be reduced to one factor, namely price. Writes Kuttner, for example, in Business Week:
“But in Net commerce, the whole premise is that consumers will be, and should be, fickle. So
the comparison shopper can use Amazon's delightful book reviews and other nifty features
and then disloyally buy the product from Barnes & Noble if the price is lower” (Kuttner)
At present, Amazon apparently has found a unique Internet selling proposition by creating a
loyal virtual community. That said, what precisely made Amazon more flourishing than its
competitors? This question of "what makes Websites more attractive than the ones of the
competition?" is the focus of the Web Assessment model. We aim at identifying possible
success factors that differentiate one website from similar offerings within the same industrial

sector. For one, as the Web has created a new marketing arena with new rules and new
opportunities, Amazon employs a very distinctive marketing and website strategy. Today,
many approaches for the assessment of Internet marketing strategies (e.g. Dutta et al. 1997;
Palmer and Griffith 1998) are based on existing marketing paradigms. As pointed out by
Palmer and Griffith (1998) website design includes both marketing and technical issues. Next
to that, the electronic realm creates entirely new marketing opportunities that call for new
concepts. The Web Assessment model is based on the three market transaction phases
information, agreement, and settlement and a special "community component". The model
goes beyond traditional concepts by dedicating special attention to the unique feature of the
Internet to build loyal virtual communities. The Web Assessment model does not focus on the
electronic commerce strategy for a certain firm or the ex-ante decision of whether to go
online and invest in this type of technology platform. Instead, the model provides a useful
analysis of the quality of a commercial website from a consumer perspective.
Based upon the Web Assessment methodology a software tool was created in order to enable
Web users to make an online evaluation of their favorite Web sites. The paper describes the
underlying model and presents the first observations which could be made when using the
tool. The findings outlined in this paper were collected from participating Internet users who
completed the online questionnaire. The data is a collection of subjective user assessments of
various Internet commerce applications. There are various kinds of observations which can be
made with the Web Assessment tool. We selected examples portraying a "single company
profile" and an "inter-business comparison". The inter-business comparison is explored in
more detail using the examples of two bookstores the already legendary virtual Amazon.com
versus the traditional bookseller Barnes & Noble.
E-Commerce Website Success
with the huge area of trends and it can enlightened the E-market end with that Business
managers have recognized the need to assess the payoffs of the e-commerce investment, yet
they are less able to assess the effectiveness of their website due to limited measurements
available to them (Straub et al, 2002). Clear, useful measurements that capture website
performance have long enabled managers to improve strategies and operations. Optimizing
the efficiency of this site it us look of the analysis.
The website, the basic element of conducting business online, is a collection of pages residing
on servers that is connected to World Wide Web. It is an information system written in a

special language enabling different functionalities allowing the access of anyone with an
Internet connection. It is an outcome of a firm’s effort to communicate with customers. The
task assigned to the website, however, is reflected on the firm’s online model. A business
model that underlies an e-commerce system operates such a website to serve as a
communication channel for bidirectional information transfer, a platform for transacting, an
interface for providing customer service (Quelch and Klein 1996) and allow the conduct of
marketing (Schubert and Selz 2001). While the goal of such a business model is to sell their
products/services and maximize profit/shareholder value by allowing transactions online with
another party, organizations that incorporate such technologies still need to have a sense of
what proportion of their business will be online, their target audience, their value preposition,
and most importantly, the path for delivering maximum customer value (Krishnamurthy
2003).
The drivers of value in the physical space are driven by the marketing mix. However, in the
online space, customers are using the commercial website for informational, transactional
and/or customer services purposes. The absence of face to face interaction between buyer and
seller and the non-verbal cues can be offset by other factors such as product information, as
buyers can only attend to the characteristics of the message being sent to them (Coughlan et
al 2006); quality factors such as interactivity functionalities to make customers feel that they
are part of the process; assisting customers to find and select products; responsiveness to
queries, to name just a few. Therefore, the objective of the organization must be to
differentiate the site and create a web-unique selling proposition appealing to the target
group(s), consolidating competitive advantage and conveying a customer value. Hence the
organizational uses of the website are focused on enhancing the visibility of their Internet
exposure to their existing and potential customers, communicating company image,
increasing brand awareness, supporting their customers to effectively use products or services
provided by the firm and focusing on the three phases of marketing: pre-sale, on-line sale and
after-sale. Let us check the system that how it can be analyses.

Thus, all the circumstances may affect to the target point. Once the system quality approaches
to the user satisfaction so it can make outcome with benefits. It suggested that the quality of
the content, system and service of the IS determine the users’ intention to use, their actual use
and their satisfaction with the IS. The question makes relief that service quality is good for
the use.
This paper steal a look with various aspects concerning with E-Commerce and measure it
with effectiveness. However, in 21st
century these whole dimension hierarchies give
particular things to peep in and come out with gigantic result. Yet, somehow the base is
musing about progress in future access with introducing altar-techniques and with
betterments.

WorksCited
Kuttner, Robert. The Net: A Market Too Perfect For Profits. Ed. Stephen B. Shepard.
<www.bloomberg.com/businessweek>.
Krishnamurthy, Sandeep (2003), E-commerce management : text and cases. Mason, Ohio:
Thomson/South-Western.
"Metrics for Performance Measurement in E-Commerce." Conducting E-Business (n.d.):
247-264.
Ranganathan, C. and Shobha Ganapathy (2002), "Key dimensions of business-to-consumer
web sites," Information & Management, 39 (6), 457-65.
Schubert, P.and D. Selz (2001), "Measuring the effectiveness of e-commerce Web sites," in
E-commerce & VBusiness, S. and Hunt Barnes, B., Ed. Oxford: Butterworth-Heinemann.
Samiaji, Sarosa. and Didar Zowghi (2005), "Information Technology Adoption Process
within Indonesian SMEs: An Emperical Study," in Australian conference on information
system
S., Abrahão, Olsina L. and Oscar P."Towards the Quality Evaluation of Functional Aspects of
Operative WebApplications." (2003).
Palmer, W. Jonathan (2002), "Web site usability, design, and performance metrics,"
Information Systems Research,13 (2), 151.
Rai, A, S.S Lang, and R.B Welker (2002), "Assessing the validity of IS success models: An
empirical test and theoretical analysis." Information Systems Research, 13 (1), 50-69.

Measuring effectiveness of E-Commerce Systems

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