Efficiency Analysis of Brokers in the Electronic Marketplace

In this paper we analyze the behavior of e-commerce users based on actual logs from two large non-English e-brokers. We start by presenting a quantitative study of the behavior of e-brokers and discuss the influence of regional and cultural issues on them. We then discuss a model that quantifies the efficiency of the results provided by brokers in the electronic marketplace. This model is a function of factors such as server response time and regional factors. Our findings clearly indicate that e-commerce is strongly tied to local language, national customs and regulations, currency conversion and logistics, and Internet infrastructure. We found that the behavior of customers of online bookstores is strongly affected by brand and regional factors. Music CD shoppers show a different behavior that might stem from the fact that music is universal and not so language dependent.  1999 Published by Elsevier Science B.V. All rights reserved.