Efficiency analysis of brokers in the electronic marketplace

In this paper we analyze the behavior of e-commerce users based on actual l ogs from two large non-English e-brokers. We start by presenting a quantita tive study of the behavior of e-brokers and discuss the influence of region al and cultural issues on them. We then discuss a model that quantifies the efficiency of the results provided by brokers in the electronic marketplac e. This model is a function of factors such as server response time and reg ional factors. Our findings clearly indicate that e-commerce is strongly ti ed to local language, national customs and regulations, currency conversion and logistics, and Internet infrastructure. We found that the behavior of customers of online bookstores is strongly affected by brand and regional f actors. Music CD shoppers show a different behavior that might stem from th e fact that music is universal and not so language dependent. (C) 1999 Publ ished by Elsevier Science B.V. All rights reserved.