E-Commerce Supply Chain Risk Mitigation and Online Sales Performance

This thesis explores the relationship between a retailer's commitment to risk mitigation through adoption of web features and functionalities and its impact on online sales performance. While previous research has examined the impact of various retail service offerings on online sales performance, this study takes a focused approach by investigating the impact of transactional, logistics, and post-sales service offerings. To build a model that incorporates these three service areas, this study employs e-customer journey mapping. The resulting model proposes three major hypotheses, which are empirically tested using hierarchical multiple linear regression and further tested for robustness using binary logistic regression technique. A sample of 398 top retail companies operating in North America is used for the study. The findings of this study reveal that there is a positive relationship between a retailer's commitment to risk mitigation and its online sales performance. Specifically, the results indicate that retailers who proactively adopt risk mitigation strategies are more likely to be categorized as leaders rather than followers in the market. This study contributes to the existing literature on retail and risk mitigation by highlighting the importance of proactive risk mitigation by adoption of web features and functionalities in the context of online retail services. It also provides guidance for practitioners and managers in assessing their market position and directing their risk mitigation strategies accordingly. By adopting effective risk mitigation strategies, retailers can enhance their online sales performance, which is becoming increasingly important in today's digital age. Ultimately, this study emphasizes the need for retailers to prioritize risk mitigation to achieve success in the competitive world of e-commerce.

Name thesis:degree_name

M.Sc. Management

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Faculty of Business

Department dc:contributor.department

Faculty of Business Programs

Grantor

Brock University

Year dc:date.issued

2023

Author dc:creator

• Sharma Giri, Aayush

• E-Commere
• Risk Mitigation
• Outbound Supply Chain
• Web Features and Functionalities
• Retail

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/10464/17834

OAI identifier oai:identifier

oai:brocku.scholaris.ca:10464/17834