期刊名称：Organizations and Markets in Emerging Economies
印刷版ISSN：2029-4581
出版年度：2015
卷号：6
期号：2
页码：7-21
DOI：10.15388/omee.2015.6.2.14219
出版社：Vilnius University
摘要：Non-store retailing is dominated by the Internet and is a potential strategy for manufacturers, brand owners, and retailers entering emerging markets. Consumers in developed markets shop online for a variety of retail goods, and motives for choosing e-commerce are often referred to as convenience reason. Convenience is essential for understanding why consumers prefer one channel to another. By revisiting the concept of convenience as a significant variable in e-commerce and exploring its complexity and the multiple meanings of the concept with regard to emerging markets, the paper considers a business opportunity in terms of new ways of reaching emerging markets and proposes potential lines for future research with regard to this concept.
