DOHERTY, N., ELLIS-CHADWICK, F. and HART, C., 1999. Cyber retailing in the UK: the potential of the internet as a retail channel. International Journal of Retail and Distribution Management, 27 (1), pp. 22-36.
A myriad opinions has been propounded to explain how
“cyberspace” can be exploited by commercial organisations.
For the most part they are speculative, visionary or
promotional. This work seeks to redress the balance by
focusing on the utilisation of the Internet within the UK
retail sector and examining its potential as a new retail
channel. The paper presents an exploratory study using
qualitative and quantitative methods: an online survey of
retail Web activities followed by in-depth interviews. This
approach provides a framework of current retail usage of
the Internet and explores retailers’ perceptions of the
inhibitors and facilitators to its development. It concludes
with an emerging model that explains why current levels
of retailing on the Internet are low and provides guidance
for retailers wishing to increase their level of Internet