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Importance-performance analysis for internet stores: a system based on publicly available panel data

Author

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  • Elena Pokryshevskaya
  • Evgeny Antipov

Abstract

We demonstrate how publicly available ratings of Internet stores can be used to perform actionable importance-performance analysis (IPA). We use a panel of 422 non-food online merchants, which allows us to account for store-specific effects, and therefore obtain better estimates of each attribute’s influence on purchase intention. Our approach is economical, as merchants do not have to spend money on surveys that firms typically have to conduct for IPA. We have enhanced traditional importance-performance analysis by deriving attribute importance indirectly using the Shapley Value decomposition of a first-difference regression’s R2. We have also modified the standard “importance-performance” graph by adding the information about the directions of changes in attribute ratings between the two periods, which made it easier to point out strategic mistakes. We demonstrate the diagnostic power of our approach by doing the actual importance-performance analysis for two of the stores. The potential of enhancing the expert system using other methods and other types of publicly available data is discussed.

Suggested Citation

  • Elena Pokryshevskaya & Evgeny Antipov, 2013. "Importance-performance analysis for internet stores: a system based on publicly available panel data," HSE Working papers WP BRP 08/MAN/2013, National Research University Higher School of Economics.
  • Handle: RePEc:hig:wpaper:08man2013
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    File URL: http://www.hse.ru/data/2013/04/29/1296888096/08MAN2013.pdf
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    References listed on IDEAS

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    1. Murdy, Samantha & Pike, Steven, 2012. "Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis," Tourism Management, Elsevier, vol. 33(5), pages 1281-1285.
    2. Stan Lipovetsky & Michael Conklin, 2001. "Analysis of regression in game theory approach," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 17(4), pages 319-330, October.
    3. Cameron,A. Colin & Trivedi,Pravin K., 2005. "Microeconometrics," Cambridge Books, Cambridge University Press, number 9780521848053, September.
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    Cited by:

    1. Tontini, Gerson, 2016. "Identifying opportunities for improvement in online shopping sites," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 228-238.

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    More about this item

    Keywords

    Shapley value; importance-performance analysis; panel data; e-commerce.;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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