Retailing on the WWW: The Use of Electronic Product Catalogs

6 Focus Theme Focus Theme Focus Theme Focus Theme Focus Theme There are an ever-increasing number of methods for consumers to shop for products. From in-store shopping, to mail order catalogues, to phone orders, to television channels devoted solely to product sales, shopping avenues continue to progress to new and different frontiers. One of the newest means of retail (also one of the most promising for the future) is electronic product catalogs (EPCs) on the World Wide Web. This relatively new format for displaying and purchasing products has developed quite extensively as the WWW itself has progressed. Several retail companies have expanded their business from the catalogue and the store onto the Internet. Electronic product catalogs provide firms an opportunity to showcase their products to a larger market on the Internet. Electronic product catalogs provide information on the products typically including textual descriptions and photos, or, in some cases, including audio clips and video clips as well. There are several key factors involved in creating EPCs that will attract customers. These basic criteria are very similar to those that must be met to have success across any sales format. They include representative and interesting product dis-play/description, prompt delivery, a variety of payment options, and responsive customer service. In this study, these key factors are compared in computer, beverage , music, and clothing industries. The study suggests that between the four industries examined, some basic similarities and differences in EPC use exist. The results show more similarity among the industries in product description, and speed of delivery. More differences appear in the level of product information supplied, the ability to compare products, and the level of customer support provided. Theoretical Background Theoretical Background Theoretical Background Theoretical Background Theoretical Background The theoretical background supporting the research draws on three streams of literature. Electronic commerce supports the WWW development issues examined, retail and patronage theory underlies the shopping experience examined, and a discussion of the catalog industry provides an industry context. Electronic Commerce Electronic commerce supported by the WWW provides new opportunities for re-The use of electronic product catalogs builds on traditional catalog retailing as the WWW format provides a brand new type of " store front " for more focused re-Retailing and Patronage Behavior In exploring the role of electronic commerce in retailing, there are several retailing axioms that are useful in defining the issues. Patronage behavior theory has long been used …