Theorizing E-Commerce Business Models: On the Impact of Partially and Fully Supported Transaction Phases on Customer Satisfaction and Loyalty

  • Maria Madlberger Webster Vienna Private University
  • Sabine Matook The University of Queensland UQ Business School
Keywords: Electronic commerce business model, transaction phases, channel design, channel switching, customer satisfaction, reuse intention, tourism industry, Bayesian network


Although considerable research has been conducted on the definition and classification of e-commerce business models, little research has integrated the support and impact of distinct transaction phases within e-commerce business models. Indeed, any channel design decisions depend on the arrangement of the three transaction phases, viz. information phase, agreement phase and fulfilment phase. Whereas in literature, a complete support of transaction phases is implicitly assumed, in practice, e-commerce firms exist that consciously do not support all three transaction phases through the online channel. In cases for which only certain phases are supported in one channel, the customer is required to switch to another channel to complete the transaction. To gain an initial understanding of the relevance of transaction phases, we examine the influence of transaction phase support in one channel on satisfaction and reuse intention of an e-commerce website under consideration of users’ prior experiences. We conduct a laboratory experiment involving two e-commerce business models that differ only in the number of supported transaction phases via the online channel. Empirical data was analysed using a Bayesian network approach. Our analysis indicates the types of users who value partial support compared to those users who prefer full support of transaction phases. The results will assist firms in meeting future challenges regarding user engagement and attraction to their online stores.

Author Biographies

Maria Madlberger, Webster Vienna Private University

Dr. Maria Madlberger is a Full Professor at Webster Vienna Private University. Since 2012 she is a Visiting Professor at the Karl-Franzens University Graz.

Her research interests are related to the linkages between marketing, supply chain management, and information systems. Her areas of interest cover issues of electronic commerce business-to-business (b2b) and business-to-consumer (b2c). Within the b2b area she focuses on interorganizational information systems and information systems-based collaboration in the supply chain. In the b2c sector, her research interests are online consumer behavior, multi-channel retailing, online marketing, and electronic word-of-mouth.

Dr. Madlberger authored more than 70 publications in academic journals, conference proceedings, book chapters, and books. She is an Associate Editor of Electronic Markets The International Journal on Networked Business. She is a Minitrack chair at the Americas Concerence on Information Systems (AMCIS). Her research regularly involves collaboration with firms and institutions in various industries, among them GS1, Metro C&C, ECR Austria, Spar, Rewe, etc.

Prior to her position at Webster Vienna, Dr. Madlberger was affiliated with the Vienna University of Economics and Business (WU) at the Institute for Management Information Systems as well as the Institute for Retailing and Marketing. In 2009 she finished her Habilitation (Venia Docendi) for business administration entitled "The Interorganizational Information Flow. Interorganizational Systems and Collaboration in the Supply Chain".

Sabine Matook, The University of Queensland UQ Business School

Dr Sabine Matook is an Associate Professor in Information Systems at the UQ Business School, University of Queensland. She received her doctoral degree from the Technische Universität (TU) Dresden, Germany.

Sabine Matook's research interests are in agile information systems development, human behaviour in online social networks, and the IT artifact.

She is an Associate Editor with the European Journal of Information Systems and was a track chair with ICIS 2015 (Managing IS Projects and IS Development).

She has held visiting positions at the University of Arizona (Eller College of Management), Georgia State University, University of Louisville,  Vienna University of Economics and Business Administration, Austria, and at the University of La Serena, Chile.  Dr Matook's work has appeared in the European Journal of Information Systems, the Journal of Strategic Information Systems, Information & Management, the International Journal of Operations & Production ManagementDecision Support Systems, and the Scandinavian Journal of Information Systems. Dr Matook has presented research papers at a variety of international conferences, including the International Conference on Information Systems.

How to Cite
Madlberger, M., & Matook, S. (2017). Theorizing E-Commerce Business Models: On the Impact of Partially and Fully Supported Transaction Phases on Customer Satisfaction and Loyalty. Australasian Journal of Information Systems, 21.
Research Articles