Importance-Performance Analysis for Internet Stores: A System Based on Publicly Available Panel Data

14 Pages Posted: 30 Apr 2013

See all articles by Elena Pokryshevskaya

Elena Pokryshevskaya

National Research University Higher School of Economics

Evgeny Antipov

National Research University Higher School of Economics

Date Written: April 29, 2013

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.

Keywords: Shapley value, importance-performance analysis, panel data, e-commerce

JEL Classification: L81, M31

Suggested Citation

Pokryshevskaya, Elena and Antipov, Evgeny, Importance-Performance Analysis for Internet Stores: A System Based on Publicly Available Panel Data (April 29, 2013). Higher School of Economics Research Paper No. WP BRP 08/MAN/2013. Available at SSRN: https://ssrn.com/abstract=2257770 or http://dx.doi.org/10.2139/ssrn.2257770

Elena Pokryshevskaya (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Evgeny Antipov

National Research University Higher School of Economics ( email )

Soyza Pechatnikov str., 15
St. Petersburg, 190068
Russia

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