Document Type

Article

Abstract

E-channel has advantages over traditional market channels. This paper employed event study methodology to discover the effect of the e-channel strategy on firm’s value by the data from e-channel announcements from 2008 to 2010. We developed a research model to study the stock market reaction to e-channel investment, and to verify whether the e-channel type, product type, firm already has e-channel or not, network type, can moderate the relationship between e-channel announcement and firm market value. the details of event methodology and the research design were introduced in detail. Finally, we concluded this paper with the expected results.

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