Plastic surgery fixes the uncertainty problems

Success factors of an e-commerce website


Despite strong growth rates in e-commerce, there is considerable potential that is not being fully exploited, mainly due to a lack of customer trust.
Dennis Ahrholdt examines how trust building can be positively influenced by online retailers. To this end, he is developing a multi-layered action model based on the structural equation methodology. In order to predict the intention to buy and to assess the efficiency of transaction-promoting website signals, he analyzes an extensive empirical data set using the partial least squares method. The results can be used by e-commerce actors as a basis for making decisions about investments to increase the conversion rate.


E-Business E-Commerce Internet Commerce Causal Analysis Online Commerce Online Buying Behavior Partial-Least-Squares internet

About the authors

Dr. Dennis Ahrholdt worked as a decision maker in medium-sized online retail and is now a research associate at the Institute for Business Research at the University of Hamburg.

Bibliographic information

  • Book Title: Success factors for an e-commerce website
  • Book SubtitleEmpirical identification of trustworthy signals in Internet retail
  • AuthorsDennis Ahrholdt
  • DOIhttps: //
  • Copyright InformationGabler Verlag | GWV Fachverlage GmbH, Wiesbaden 2010
  • Publisher NameGabler
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-8349-2318-9
  • eBook ISBN978-3-8349-8637-5
  • Edition Number1
  • Number of PagesXXIII, 321
  • Number of Illustrations43 b / w illustrations, 8 illustrations in color
  • TopicsBusiness and Management, general
  • Buy this book on publisher's site