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dc.contributor.authorHäring, Juliaen
dc.date.accessioned2009-02-16T14:49:17Z-
dc.date.available2009-02-16T14:49:17Z-
dc.date.issued2005-
dc.identifier.urihttp://hdl.handle.net/10419/24144-
dc.description.abstractAn Internet retailer?s (e-tailer?s) outstanding virtual location enhances the probability of being noticed by potential customers. The notion of a virtual location for e-tailers refers to the analogy to the physical location. In the empirical analysis, an e-tailer?s Internet search engine rank as well as its advertising activities in search engines serve as proxies for the virtual location. The results suggest that it is optimal for e-tailers to complement a high search engine rank with investments in online advertising. Moreover, banner ads seem to serve as price advertising mechanism, whereas sponsored links rather seem to be used in order to signal outstanding customer service.en
dc.language.isoengen
dc.publisher|aZentrum für Europäische Wirtschaftsforschung (ZEW) |cMannheimen
dc.relation.ispartofseries|aZEW Discussion Papers |x05-52en
dc.subject.jelM37en
dc.subject.jelL29en
dc.subject.jelL81en
dc.subject.jelC25en
dc.subject.ddc330en
dc.subject.keywordvirtual locationen
dc.subject.keywordonline advertisingen
dc.subject.keywordsearch enginesen
dc.subject.stwEinzelhandelen
dc.subject.stwE-Businessen
dc.subject.stwInterneten
dc.titleThe Virtual Location of E-Tailers: Evidence from a B2C E-Commerce Market-
dc.typeWorking Paperen
dc.identifier.ppn496807846en
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen
dc.identifier.repecRePEc:zbw:zewdip:4278en

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