Title

EVALUATION OF GREEK E-SHOPS

Abstract

The objective of this paper is to describe the current situation in Greek e-commerce reality. More specifically, using the framework of van der Merwe and Bekker (2003), which was developed in 2003, and taking into consideration the Greek legal framework, we evaluated 848 Greek e-shops. Our research is based on the customer buying cycle and the way that Greek e-shops fulfill customer’s needs in every step of the cycle.
Until now we can distinguish between two groups of evaluation frameworks/ models in the pertinent literature: On the one hand there are frameworks/ models which have been based on information systems concepts and on the other hand there are frameworks/ models which have been based on marketing ideas. Van der Merwe and Bekker’s framework can be placed in the middle of these two streams: it contains both IS and marketing factors. The work presented in this paper extends the Van der Merwe and Bekker’s framework by adding the “legal framework” factor, which has not been examined in any prior work.

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