Nicholas C. Romano, Jr., and Jerry Fjermestad
ABSTRACT: The status and maturity of electronic commerce customer relationship man-agement (ECCRM), an emerging subfield of management information systems (MIS), areinvestigated through an exhaustive literature review of 369 articles from the first pub-lished article in 1984 through conference papers given in 2001 and 2002. The resultsindicate some trends that should be of interest and concern to researchers in this area andin MIS as a whole. First, exploratory surveys dominate the research literature, which initself may be problematic. More troubling, most of the survey instruments were not vali-dated, and the authors did not mention validation procedures. Second, there has beenlittle theoretical development, and few empirical studies use hypothesis testing. Third,cumulative tradition has hardly emerged, with each study developing a new conceptualmodel, new constructs, and new instruments. On the positive side, ECCRM researchershave employed a wide range of methods and studied a broad range of topics. The sub-field of ECCRM is young, but is growing rapidly, and professional activity in the MISresearch community illustrates its importance. Specific recommendations for further de-velopment are provided.
KEY WORDS AND PHRASES: Electronic commerce customer relationship management,epistemology in MIS research, introspective study, MIS journals and conferences.Since 1984 more than 300 papers concerning electronic commerce customerrelationship management (ECCRM) have been published in the literature oninformation systems (IS) or by IS researchers in referent discipline publica-tions. The rapid increase in the volume of research in this context over thepast several years suggests that a new subdiscipline of management informa-tion systems (MIS) is emerging. ECCRM is now and will continue to be animportant subfield of MIS research, as well as of relevant reference disciplinessuch as marketing, computer science, library science, and psychology. As anemerging subfield, it is an object of interest and worthy of study in and ofitself [15]. With this in mind, the present paper investigates the developmentand maturity of ECCRM to gain an understanding of its evolution and cur-rent status, and to provide insights as to directions for future research. Theanalysis paints a picture of the ECCRM subfield of MIS through an objectiverepresentation of the growing body of literature from multiple perspectives:published journal and conference articles, epistemology and research approach,authors and institutions, research areas, and keyword topics.
The research was partially supported by the New Jersey Center for PervasiveInformation Technology (NJPIT).
International Journal of Electronic Commerce / Winter 2001–2002, Vol. 6, No. 2, pp. 61–113.
Copyright © 2002 M.E. Sharpe, Inc. All rights reserved.
1086-4415/2002 $9.50 + 0.00.
62 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
Background
This study is the third in a series on ongoing research in the subfield of cus-tomer relationship management (CRM) in management information systems(MIS) and particularly in electronic commerce (EC). The first study was a briefinformal examination of the literature from major IS journals and conferenceproceedings for the five-year period from 1995 to 1999 and the first part of theyear 2000 [34]. The results of the first investigation revealed that a great dealof ECCRM research was ongoing and being published both in journals andconference proceedings. These publications were scattered among many dif-ferent tracks and minitracks at conferences and in topic areas of journals. Italso found that the MIS research community was planning extensive ECCRM-related professional activities. The second study reviewed the epistemologyand research approach of 211 published journal and conference articles [35].The present paper builds upon the two previous studies by considering a largerbody of literature and performing additional analyses in terms of authors,institutions, and research topics.
Study Motivation
This study was undertaken for two reasons. First, there is a need for analysesof MIS subfields and especially of electronic commerce customer relationshipmanagement. Second, the rapid growth of professional scholarly activities inthis area illustrates the increasing importance the IS community places onECCRM research.
A Need for Subfield Analyses
As Farhoomand points out, an evolving field of research itself becomes anobject of interest and study [15]. Keen asserts that even emerging fields havea history and are likely to atophy if they fail to pause and reflect about them-selves [28]. Culnan argues that it is important to track the state of “youthful”academic disciplines to provide an understanding of relationships to referentdisciplines and a guide to scholarship for doctoral students and researchersin other fields [11]. Finally, several studies emphasize the importance of hav-ing a benchmark from which to track the status of an emerging disciplinethat is based on published research and not biased by conventional wisdom[1, 8, 11, 20].
Pervan reports that there have been few systematic examinations of the ISliterature for subfields of the discipline [32]. Group support systems (GSS) isthe one IS subfield where there have been several studies of this kind [18–20,32]. The recent work by Fjermestad and Hiltz in GSS has revealed importantinsights into the process of GSS and IS research, and opened directions forfuture research. No prior meta-analyses of the research literature on ECCRMor even on electronic commerce were found, in spite of the increasing numberof published articles over the past seven years, although a recent study byFirth mentioned the growth of ECCRM literature [17]. For these reasons, an
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 63
analysis of the ECCRM subfield has merit and will be useful to researchersinvestigating any area of MIS.
Professional Activities
Banville and Landry maintain that what a research community says aboutitself is one measure of its evolution [3]. The IS research community has been“saying” a great deal about ECCRM over the past several years and continuesto do so. Recent activities suggest that it is considered an important MIS re-search area by a substantial portion of the community. First, over the pastseveral years there have been an increasing number of ECCRM publicationsin both conference proceedings and journals. Second, many journals havepublished (or soon will) special issues on electronic commerce that are highlylikely to contain articles related to CRM (see Figure 1). Third, there are newand growing minitracks at both AMCIS and HICSS and at other conferences(see Figure 2). It is obvious from all this that ECCRM is regarded as an impor-tant area for continued research.
The rapid increase in research publications, recent and forthcoming specialjournal issues, and emerging conference mini-tracks, as well as recent articlesstudying other MIS subfields all contribute to the motivation for the presentstudy. The end of this multiyear period of increasing research activity seemsan excellent time to consider the maturity and status of ECCRM research inthe IS community.
Methodology
This research was conducted as an exhaustive literature analysis of all thearticles about EECRM in IS research that were available to the authors. Articleswere identified, analyzed, classified, coded, and recorded based on a tech-nique adapted from the work of the authors of several similar introspectivestudies [1, 8, 18–20, 32]. The details of the methodology are described belowin terms of publication selection, research articles included, article classifica-tion framework, article inclusion/exclusion procedure, and article classifica-tion procedure.
Publication Selection
The purview of this study was not limited to specific journals chosen by theresearchers, or even to journals alone, as was the practice of other meta-analy-ses [1, 8, 32]. Instead, following the strategy employed by Fjermestad andHiltz, it considered everything available from refereed journals and IS-relatedconference proceedings [18–20]. The inclusion of conference proceedings en-sures that the most recent research is analyzed, because journal articles areusually not published until a few years after the research is completed. Thestudy also considered articles published in journals and conferences otherthan those known to regularly publish MIS research, as suggested by Culnan[11]. This strategy provided an unbiased set of all the available articles on the
64 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
Decision Support Systems published a special issue on “Decision Support Issues inCustomer Relationship Management and Interactive Marketing for e-Commerce” inDecember 2001 (vol. 32, no. 2). Guest editors were Professors P. K. Kannan
(PKannan@rhsmith.umd.edu) and H. Raghav Rao (mgmtrao@buffalo.edu). Available atwww.elsevier.com/cgi-bin/cas/tree/store/decsup/cas_free/browse/browse.cgi?year=2000&volume=32&issue=2.
Electronic Markets published a special issue on “Electronic Commerce and Marketing” inSeptember 2000 (vol. 10, no. 3). Guest editors were Professor Beat F. Schmid, ProfessorTorsten Tomczak (Torsten.Tomczak@UNISG.CH), Dr. Marcus Schögel
(Marcus.Schoegel@UNISG.CH), and Professor Brigitte Buchet. Available atwww.electronicmarkets.org/netacademy/publications.nsf/all_pk/1519.
Industrial Marketing Management published a special issue on “Internet-based Business-to-Business Marketing” in July 2000 (vol. 29, no. 4). The guest editor was George T.Haley (gthaley@asia-pacific.com). Available at www.elsevier.com/inca/publications/store/5/0/5/7/2/0/index.htm.
Logistics Information Management published a special issue on “SPECS: A New
Approach to Strategic Planning for E-Commerce Systems,” on January 14, 2001, guest-edited by Ray Hackney (R.hackney@mmu.ac.uk) and Janice Burn (j.burn@ecu.edu.au).See www.emeraldinsight.com/lim.htm.
European Journal of Information Systems will publish a special issue on “Personal
Aspects of E-Business” in June 2002, to be guest-edited by Dr. Patrick Y.K. Chau. See thecall for papers at www.business.hku.hk/~pchau/special_issue/ejis.htm.
Journal of Electronic Commerce Research will publish a special issue on “ExchangeRelationship in the Digital E-commerce Economy” in May 2002, to be guest-edited by AlF. Salam and L.S. Iyer. For submission guidelines, see www.csulb.edu/web/journals/jecr/s_g.htm.
Business Process Management Journal will publish a special issue on “Customer
Relationship Management in Information Systems” in early 2003, to be guest-edited byNicholas C. Romano, Jr. (Nicholas-Romano@MSTM.OKSTATE.EDU) and JerryFjermestad (Fjermestad@ADM.NJIT.EDU). See the call for papers atwww.emeraldinsight.com/journals/bpmj/call2.htm.
Information Technology & Management will publish a special issue on “Strategic
Planning for E-Commerce Systems (SPECS): Value Returns and Alliances” in the spring of2003, to be guest-edited by Ray Hackney (r.hackney@mmu.ac.uk), Janice Burn(j.burn@ecu.edu.au), and Gurpreet Dhillon (dhillon@ccmail.nevada.edu). Seekapis.www.wkap.nl/journalhome.htm/1385-951X.
Figure 1. Journal Special Issues Related to ECCRM
topic area. No attempt was made to determine what would be a representa-tive sample. Instead the entire population of articles was examined. As a re-sult, more than 400 papers were identified as candidates for inclusion in theanalysis.
Research Articles Included
The initial literature review found more than 400 papers concerning electroniccommerce customer relationship management. Everything that could be lo-
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 65
AMCIS 2000: ECCRM Minitrack, August 10–13, 2000, Long Beach, CA (five papers),www.csulb.edu/conference/ais2000.
HICSS-34 2001: ECCRM Minitrack, January 3– 6, 2000, Maui, HI (six papers),www.hicss.hawaii.edu/hicss_33/apahome3.htm.
AMCIS 2001: ECCRM Minitrack, August 3–5, 2001, Boston (twenty-one papers),ecampus.bentley.edu/org/amcis2001.
Second International We-B Conference: We-B2C: Current Practice and Future ImplicationsMinitrack, November 29–30, 2001, Perth, Western Australia, www.we-bcentre.com/conf2001/webconferenceINDEX.htm.
HICSS-35 2002: ECCRM Minitrack, January 7–10, 2002, Kona, HI (six papers accepted),www.hicss.hawaii.edu.
ISOneWorld 2002: CRM Track, April 4–5, 2002, Las Vegas, NV, www.isoneworld.org.Third Annual Global Information Technology Management (GITM) World Conference:Customer Resource & Supply Chain Management, track chair: Barry Shore, June 23–25,2002, New York, www.uncg.edu/bae/isom/gitma/conference%20tracks.htm#1.AMCIS 2002: ECCRM Minitrack, August 9–11, 2002, Dallas, hsb.baylor.edu/amcis2002.
Figure 2. Recent and Forthcoming Conference Minitracks on ECCRMcated both in print and electronically, published in English, was consideredand analyzed. A number of articles were excluded because they did not meetcertain criteria. First, since it had been decided to accept only articles pub-lished in refereed journals or conference proceedings, unpublished disserta-tions, conference presentations, magazine articles, books, and book chapterswere excluded. Second, acceptable articles had to specifically address someaspect of ECCRM. The scope of this criterion was broad and included fivemajor areas identified in an earlier study [34] and shown in Figure 3.
Journal articles from 2001 were not included because time and access con-straints would have led to an unrepresentative sample made up only of jour-nals that the authors subscribe to personally or can read in their libraries orthrough other subscription sources. Papers were included, however, from twoimportant 2001 conferences, the Americas Conference on Information Sys-tems (AMCIS) and the Hawai’i International Conference on System Sciences(HICSS), because both were fully available electronically and included mini-tracks dedicated to this topic. The HICSS 2002 minitrack was also includedbecause these papers represent the latest published ECCRM research.
Third, articles selected had to specifically address MIS research. This crite-rion meant that many articles published in marketing journals by marketingresearchers, or in other referent disciplines, were excluded. Finally when aconference paper was revised and published in a journal, it was not double-counted, and only the journal version was included in the analysis.
The search in 2001 was limited to readily available conference proceedingsbecause of time limitations and the availability of journal issues. Certainlysome papers were overlooked, and with the volume of research underway inthis area, new articles are published almost weekly, so it is practically impos-sible to be comprehensively current. This study faced the same challenges
66 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
1. Markets
2. Business Models
3. Knowledge Management4. Technology5. Human Factors
Figure 3. Five ECCRM Research Areas [33]
Fjermestad and Hiltz did in their assessment of GSS articles [20]. Every ef-fort was made to review all available articles for inclusion in the analysis. Indoing so several problems were encountered, and these are discussed lateras limitations.
Although earlier studies considered 10-year or longer intervals [8, 11, 32],the new subfield of MIS research has only begun to emerge strongly in theliterature in the last several years. Even with the restriction to this limitedtime period, the number of articles considered approaches the number cov-ered in earlier studies, most likely because today there are more IS research-ers, journals, and conferences than at the time of the earlier studies, and becauseconferences were considered as well as journals. Earlier volumes of all jour-nals and conference proceedings were analyzed back to 1990 to locate articlesspecifically addressing ECCRM.
Article Classification Approache
Many criteria have been suggested as suitable for evaluating the develop-ment, evolutionary status, or maturity of the field of MIS or its many sub-fields. Not surprisingly, many of the proposed criteria have their roots inreferent disciplines. Van Horn, Galliers, and Galliers and Land classified MIS“empirical” research by type [22, 23, 42]. Their taxonomies were initially re-viewed for use in this study, however much, as Pervan found in his review ofthe literature on group support systems (GSS) [32], they were inadequate forclassifying the large volume of “nonempirical” studies found in the literatureon ECCRM. Cheon et al. cite Banville and Landry’s suggestion that a field’smaturity can be evaluated based on its research methods, research topics, vari-ables, and what the research community says about itself [3, 8]. Alavi andCarlson investigated the disciplinary development of MIS by examining top-ics, themes, and research strategies in the literature [1]. Vogel and Weatherbe,Culnan, and Pervan all considered individuals or clusters of researchers toassess the progress of MIS research [11, 32, 44]. Vogel and Weatherbe, andPervan too, examined research institutions and author affiliations [32, 44].Pervan employed Alavi and Carlson’s classification to analyze the GSS litera-ture [1, 32].
After a review of several classification schemes, the one developed by Alaviand Carlson to classify MIS research was adopted [1]. This framework was,for several reasons, best suited for an analysis of the newly emerging subfieldof ECCRM. First, the framework included nonempirical studies, a categoryincluding roughly half of the articles. Second, it also considers research ap-proach and epistemology. Third, it was fairly recently (1992) developed spe-
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 67
ArticleTypeNon-EmpiricalConceptualOrientationFrameworksConceptualModelsConceptualOverviewsTheoryIllustrativeOpinion&ExampleOpinionandPersonalExperienceTools,Techniques,MethodsModelApplicationsAppliedConceptsFrameworks&ApplicationsObjectsDescriptionoftype/classofproduct,technology,systems,etc.Descriptionofspecificapplication,system,etc.EmpiricalEvents/ProcessesLabExperimentFieldExperimentCaseStudyActionResearchSurveyInstrumentDevelopmentSimulationSecondaryDataFigure 4. Research Classification FrameworkSource: based on [1, 31].
cifically for the classification of MIS research. Finally, it was employed to clas-sify research articles in a subfield [32]. The taxonomy was amended from Alaviand Carlson’s original in two ways [1]. Following Pervan, action research wasadded [32]. So too were simulations. The updated framework used to classifythe articles by type is shown in Figure 4.
Candidate Article Identification Procedure
Working together, two researchers searched through the tables of contents,keywords, full texts, and abstracts of all IS and referent discipline journalsand conference proceedings to identify articles that might concern EECRM.Keywords including but not limited to “customer,” “consumer,” “relation,”“relationship,” “B2B,” “B2C,”and ”service” were used to identify potentiallyrelevant articles. Since many journals are now on-line, and conference pro-ceedings are on CD-ROM or available through digital libraries, the searchwas much easier and faster than it would have been if done entirely by hand.The ACM and IEEE digital libraries were used to search all respective publi-cations, and CD-ROM proceedings were used for IS conferences, such asAMCIS, Decision Sciences International (DSI), International Conference onInformation Systems (ICIS), and HICSS. Article search services like Info Trackand First Search were used to locate candidate articles. The on-line journalcollections of three major research libraries were also used to obtain articles.When digital publications were unavailable or inaccessible, bound hard cop-ies were used. Once an article was identified as a candidate, a soft copy wasobtained if possible, otherwise only a hard copy was obtained. As articleswere acquired, their reference lists were reviewed to assist in locating addi-tional articles for possible inclusion in the study. Through this method morethan 400 candidate articles were found.
Article Inclusion/Exclusion Procedure
Using the criteria for inclusion described above, two researchers examinedeach article and made independent decisions on inclusion. Each researchercompiled a list of all the articles he thought should be included in the analy-sis, and then the two lists were compared. The level of agreement betweenthe two researchers was fairly good, as shown by the fact that 357 articles
68 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
were selected for inclusion by both of them. One researcher identified an-other 14 articles for inclusion that the other had not, and the second identi-fied 10 that the first had not. Each of the articles identified by only oneresearcher was reviewed again and discussed until the two agreed on inclu-sion or exclusion. After review and discussion, 12 of the 24 articles wereadded to the 357 for a total of 369. The level of agreement across all 369articles was very high, as 359, or 93 percent, were selected for inclusion orexclusion by both researchers independently. The final set of articles for analy-sis consisted of 369, or 72 percent of the total article set. Some articles wereexcluded because they were published in reference discipline journals orconferences, by reference discipline authors, and others because they didnot have an overall ECCRM or MIS focus even though their titles or ab-stracts contained ECCRM keywords. Perhaps a future study might includethe referent discipline and other articles outside the IS research literature ina comprehensive cross-disciplinary analysis.
Article Classification Procedure
Two researchers classified the articles independently according to the proce-dures discussed below. Based on experience in an earlier study [36], a special-ized prototype coding application was designed and developed that assistedin the coding process (see Figure 5). Both researchers classified each articleaccording to the classification schemes in Figures 3 and 4. Each coder inde-pendently reviewed each article, classifying it as either empirical ornonempirical and then according to the appropriate scheme for the two sub-levels, and assigned all the applicable research areas shown in Figure 3. Onaverage coding an article took about 20 minutes, which is consistent with the20 minutes that Alavi and Carlson estimated in their study [1].
The reliability of the classification scheme was assessed by calculating theinterrater agreement between the two authors using the Kappa (κ) Coefficient[21]. The widely accepted standard for interrater agreement in the MISdiscipline is 0.80. Other disciplines accept values as low as 0.70. Perfectinterrater agreement is when Kappa is equal to 1. The interrater agreementwas greater than 99 percent (κ = 0.9916, Z = 41.37), which means that κ issignificantly greater than zero.
Literature Analysis Results
Although more than 400 papers were examined and analyzed in the courseof this study, the discussion of results in this section is restricted to thosethat met the criteria explained above and determined through the proce-dure already described. Two early papers are included because they are fre-quently cited in the more recent articles, and one of them has been the sourceof several validations and extensions in the literature. The results in thissection are presented from five perspectives: historical overview, authorsand institutions, epistemology and research approaches, research areas, andkeyword topics.
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 69
Figure 5. Article Classification Application
Historical Overview
Starting with Ives and Learmouth’s paper on the customer resource life-cycle(CRLC) [24], this study classifies 369 articles about CRM in the MIS literature,all but two in the context of EC. More papers have been written on this topic,but the study was limited by the criteria and procedures discussed above.Figure 6 and Table 1 present the number of articles by publication mediumand year. Both illustrate the trend toward an increase in scholarly publica-tions on ECCRM. Of special interest is the rapid increase in conference pa-pers, which almost doubled from 1998 (35) to 1999 (61), because many of thesepapers may be revised and submitted to journals for publication within oneto three years. Also of interest is the fact that although for the year 2001 onlyfirst- and second-quarter conference data were available, and two of the ma-jor IS conferences (DSI and ICIS) had not yet taken place, the total number ofpublications was already nearly 60.
Firth reported the same growth trend in terms of the articles listed in theABI/Inform database relating to CRM, which includes both refereed andnonrefereed articles (see Figure 7) [17]. Clearly the MIS research and practitio-ner communities have a great deal to say about ECCRM.
Table 2 presents the publication figures by year and conference. The analy-sis reveals that at least eight different refereed conference proceedings havepublished articles on ECCRM. AMCIS and HICSS are the venues with themost articles to date, but the number of articles published at DSI and ICIS hasalso been increasing.
70 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
706050403020100720101010198419901993199413561655752Journal2717609ConferenceJournalConference21620aa200101Figure 6. Number of Articles by Publication Medium and Year
ab
Conferences only, not including DSI or ICIS.
HICSS ECCRM minitrack papers only.
Table 3 presents the number of articles by journal and year. It shows that 28different journals have published articles on ECCRM. As with the conferenceproceedings, this illustrates the breadth of the research in this area publishedacross the MIS field. Six refereed journals have published at least 10 articleson ECCRM topics: Communications of the ACM, Internet Research, ElectronicNetworking Applications and Policy, International Journal of Electronic Commerce,Decision Support Systems, Information and Management, and the Journal of Com-puter-Mediated Communication. Together these six journals represent 21 per-cent of the 28 journals and account for 63 percent (84) of the 132 journal articles.Three mainstream MIS journals, Management Information Systems Quarterly,Journal of Management Information Systems, and Information and Management,accounted for only 14 percent (18) of the 132 articles. This is not surprising,considering the strict standards, rigorous review processes, and theoreticalbasis required by Management Information Systems Quarterly and the Journal ofManagement Information Systems. It will be interesting to watch and see whetherthese and other mainstream MIS journals, such as Information Systems Research,publish more ECCRM papers in the near future. Interestingly, 10 non-MIS-specific journals have all published articles on ECCRM: Academy of Manage-ment Executive, Communications of the ACM, Computers and Operations Research,Decision Sciences, Interfaces, International Journal of Human-Computer Studies,International Journal of Quality and Reliability Management, Management Science,Organization Science, and the Information Society. The fact that 28 different MISor MIS-related journals, not including marketing and other referent disciplinejournals, have published ECCRM articles further illustrates both the impor-tance of this research area to the MIS research community and its referentdisciplines and the breadth of research that has been undertaken.
2002bb2002199519961997199819992000INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 71
199019931994199719991996199819841995PublicationmediumConferenceJournalTotal
2002a2002a2001a2000%
TotalTotal
02201101101117806691726352156616527528811757623463.41
13536.59576369
Table 1. Number of Articles by Publication Medium and Year.
a Partial list
2000199719991996199819952001aConference
Americas Conference on
Information SystemsHawai’i International
Conference on System SciencesMeeting of the DecisionSciences Institute
International Conference onInformation SystemsBled Electronic
Commerce Conference
IEEE International Conference onFuzzy Systems
Fifth Australian World WideWeb ConferenceInformation ResourcesManagement AssociationTotal
Total
%Total
1113
7 2
21 6 8
23158101
20 92512
3719
6
1016241241
43.1626.5017.5210.26 0.43 0.43 0.85 0.85
1 0
9
35
1159
66
56
6
22234
Table 2. Conference Articles by Conference and Year.
a
Partial list.
Authors and Institutions
The information recorded about the authors of the articles in the study in-cluded their names, their academic or practitioner status, and the institutionsthey were affiliated with when their papers were published. To assess whichauthors and institutions have had the most influence on ECCRM research, thenumber of occurrences for each author and institution were calculated. This iswhat Lindsey described as the “normal count” [30]. Lindsey also proposedtwo alternative counts: the “straight count,” in which only the first author(and institution) are counted, and the “adjusted count,” in which each author(and institution) for a paper is counted as only a portion (one divided by thetotal number of authors) of a paper [30]. Pervan points out that none of thethree counts is ideal, because contributions by various authors are rarely ex-actly equal [32]. Following Pervan, the fairest measure is the adjusted count,because the straight count omits many of the contributors to multiple-authorpapers, and the normal count may lead to disproportionate weighting of pa-
72 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
199019931994199719992000aJournal
1996Total
%Total
1984Communications of theACM1 93821Internet Research 11718International Journal ofElectronic Commerce3323415Decision Support Systems1 53 110Information andManagement 12 16101998199515.91
13.6411.36 7.58 7.58Journal of Computer-Mediated Communication 5 5Electronic Markets 13Journal of ManagementInformation Systems 1 1 1International Journal of
Human-Computer Studies 4Management InformationSystems Quarterly 1 11Information Systems Journal 1 1 Management Science 3Communications of the AIS 2Computers and OperationsResearch 2Journal of Global InformationTechnology Management 2Journal of Information Technology 1Journal of OperationsManagement 1The Information Society 1 2 Academy of ManagementExecutive 1 Accounting Management and
Information Technologies 1Decisions Sciences Journal 1 Information Strategy:
The Executive’s Journal 1 Information Technology &Management Journal 1Interfaces 1International Journal of Quality
and Reliability Management 1 Journal of KnowledgeManagement 1 Journal of OrganizationalComputing & ElectronicCommerce 1Organization Science 1Total2211761721Table 3. Journal Articles by Journal and Year.
a
Partial list.
2103 7 2541 4 13 32221 2 2 2 1 1 1 111 1 11 12254132
7.58 5.30 3.79 3.03 3.03 2.27 2.27 1.52 1.52 1.52 1.52 1.52 1.52 0.76 0.76 0.76 0.76 0.76 0.76 0.76 0.76
0.76 0.76
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 73
300250Number or articles200150100500 1984 1995 1996 1997 1998 1999 2000
Figure 7. Growth in Number of Articles in ABI/Inform Relating to CRMpers with multiple authors from the same institution through double-count-ing. All three counts are presented in the results here, but the adjusted count isthe measure least distorted by differing author contributions.
Across the 369 articles there were 665 unique authors, who worked for 307different institutions (based on normal and adjusted counts; with a straightcount, first authors only, this drops to 214 Institutions), of which 623 (94%)were academic and 42 (6%) practitioners. The authors represented 26 differ-ent countries, which reflects the truly international breadth of the risingECCRM research phenomenon.
In order to ensure objectivity, Table 4 presents all three measures, adjusted,normal, and straight counts, for the top-10-ranked institutions in terms of ar-ticles published. These 10 institutions produced 46 percent of the publishedarticles on ECCRM, yet constitute only 3.5 percent of the 307 institutions thathave had authors publish ECCRM scholarly articles, based on adjusted countrankings. The listing of all three ranks illustrates that the straight count, whichincludes only first authors, significantly overlooks prolific institutions. For,example Texas–Austin drops to the bottom of the straight ranking, while it issecond and third respectively in the adjusted and normal rankings.
The three lists are very consistent—the University of Memphis is ranked firstfor all three measures, seven institutions appear in the top rankings in all threecounts (City University of Hong Kong, Mississippi State, Pennsylvania, St.-Gallen, Southern Illinois Carbondale, Wisconsin–Milwaukee, listed alphabeti-cally), and nine institutions appear in the top rankings in at least two of thecounts (including NJIT and South Carolina, listed alphabetically). These resultsshow which institutions are currently most active in publishing on ECCRM.Again to ensure objectivity, Table 5 presents all three measures, adjusted,normal, and straight counts, for the top-10-ranked authors in terms of articlespublished. These top authors produced 13.7 percent (49) of the 369 publishedarticles on ECCRM, yet they constitute only 1.7 percent of the 665 authorswho published ECCRM scholarly articles, based on adjusted count rankings.The three lists are somewhat consistent. Nicholas C. Romano, Jr. is listed asthe first author in two of them, three authors appear in the top rankings in allthree lists (N.C. Romano, Jr., N. Sukpanich, L.R. Vijayasarathy, listed alpha-betically), and 12 authors appear in the top rankings in at least two of the
74 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
Ad-justedrank1234
Insti-tutionMemphisSt.-GallenTexas—AustinSouthernIllinois—CarbondaleMississippi StateWisconsin,MilwaukeePennsylvaniaHong KongBaptistNew JerseyInstitute ofTechnology
Ad-justedNormalInsti-countranktution9.058.007.067.006.25
12
a
Normal
count
20181816
Rank123 a3 a
Insti- Straighttution countMemphisSt.-GallenPennsylvania
10 8 7
MemphisTexas—AustinMississippi StateNJITWisconsin-MilwaukeeSt. GallenSUNY Buffalo
2 a45
Southern Illinois—Carbondale7Wisconsin—Milwaukee
6
5 6
15141412
56 a6 a6 a
5.975.165.00
678
City Universityof Hong Kong 5Florida State
5
789
Mississippi State 5
4.994.674.66
9 a9 a9 a9 a
Rochester
Southern IllinoisCarbondalePennsylvaniaCity Universityof Hong KongHong KongUniversity ofScience andTechnology
11111111
6 a6 a6 a6 a
Rochester 5
10
a
City University
of Hong KongSouth Carolina
South Carolina 5Texas— Austin 5USC
5
10 a
Table 4. Adjusted, Normal, and Straight Counts and Ranks by Institution.
a
= Rank tied (listed alphabetically).
counts (L. Chen, J. Fjermestad, J.M. Jones, C. Liu, A. Muthitacharoen, A.F.Salam, A. Seidmann, C. Sohn, T.J. Strader, A.B. Whinston, listed alphabeti-cally). Not surprisingly, five of the top authors in the adjusted count are fromhighly ranked institutions. Three are from the top-ranked University of Mem-phis, illustrating its leadership in this area of research. Three of the top au-thors were affiliated with institutions that are not in the top 10 but still highlyranked overall (J.M. Jones and L.R. Vijayasarathy, with sixteenth-ranked NorthDakota State, and A. Seidmann, with fourteenth-ranked Rochester). Note thatsome authors have moved and therefore have more than one institutional af-filiation in Table 6.
Research Type and Epistemology
Table 7 and Figure 8 present results for the overall set of articles categorizedwith the extended version of the Alavi and Carlson scheme (see Figure 4),
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 75
Ad-justedrank12335577999
AuthorN.C. Romano, Jr.N. Sukpanich.J.M. Jones
L.R. VijayasarathyL. Chen
A. MuthitacharoenJ. FjermestadA.B. WhinstonS.E. Sampson,A. SeidmannC. Sohn
Ad-justedcount2.752.502.332.332.252.252.082.082.002.002.00
Nor-malrank1a1a1a3 a3 a3 a3 a3 a5 a5 a5 a5 a5 a5 a5 a
Author
Nor-malcountRank
1 a1 a1 a1 a3 a33 a3 a3 a3 a3 a3 a3 a3 a3 a
Author
Straightcount444433333333333
J. Fjermestad6H.R. Rao6A.B. Whinston6L. Chen5J.M. Jones5A. Seidmann5N. Sukpanich5L.R. Vijayasarathy5K.P. Arnett4H.G. Lee4C. Liu4G.L. Lohse4N.C. Romano, Jr.4A.F. Salam4T.J. Strader4N.C. Romano, Jr.
A.F. SalamN. SukpanichL.R. VijayasarathyR. DewanV. GroverJ. Jahng
S.L. JarvenpaaC. Liu
D.H. McKnightA. MuthitacharoenJ.W. PalmerC. SohnT.J. StraderJ.D. Wells
Table 5. Authors’ Adjusted, Normal, and Straight Counts and Ranks.
a
Rank tied (listed alphabetically).
Adjustedrank
AuthorAdjusted rankInstitution
1N.C. Romano, Jr.54, 50Tulsa, Oklahoma State2 N. Sukpanich 1 Memphis3 aJ.M. Jones16North Dakota State a3L.R. VijayasarathyTied for Last, 16Colorado State, North
Dakota State
5 a L. Chen 1 Memphis5 a A. Muthitacharoen 1 Memphis a 7J. Fjermestad 9 NJIT a 7A.B. Whinston 3 Texas Austin9 aS.E. Sampson43Brigham Young a9A. Seidmann14Rochester a9C. Sohn38, 4St. Cloud State,
Southern Illinois—Carbondale
Table 6. Top-Ranked Authors and Their Institutions (Adjusted Counts).
a
Rank tied (listed alphabetically).
which is similar to the one used by Pervan in his review of GSS articles [1, 32].The table also presents the percentage by publication medium (conference orjournal) and by total within each type and methodology.
Overall one less article was empirical (184, or 49.87 percent) thannonempirical (185, or 50.13 percent), demonstrating a balance between thetwo types, but it also shows that a large percentage of the papers deal withideas, frameworks, and speculations rather than with direct observations,
76 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
Type/subtype
Empirical
Events/processesLab experimentField experimentField studyCase study Survey
Instrument developmentSecondary dataSimulation
Action researchObjects
Descriptions oftypes/classes ofproducts, technologies, systems
Descriptions of specificsystems, applications,installation
Nonempirical
Conceptual orientationFramework
Conceptual modelConceptual overviewTheory
Illustrative
Opinion and exampleOpinion and experienceTools, techniques,
methods, applicationsModel applicationsApplied concepts
Conceptual frameworksand their applicationsTotal
Con-ference
11698162015416612 18
Per-centage
63.04 65.33 64.00 33.33 0.00 57.69 62.12 85.71 75.00100.00100.00 52.94
Journal
685294011251200 16
Per-centage
36.9634.6736.0066.67 0.0042.3137.8814.2925.00 0.00 0.00 47.06
Total
184150 25 6 02666 7 8 1 2 34
Percenttotal
49.8640.656.781.630.007.0517.891.902.170.270.54 9.21
2170.00930.0030 8.13
6 1181091956304 60006 33 234
46.15 63.7863.3744.1978.8757.6966.67 75.000.000.000.00 50.0050.00 63.41
7 67632415222 20011 33 135
53.85 36.2236.6355.8121.1342.3133.33 25.000.000.00100.0014.29 50.0050.00 36.59
13 185172 43 71 52 6 8 0 0 1 7 6 6 369
3.52 50.1446.6111.6519.2414.09 1.63 2.17 0.00 0.00 0.27 1.90 1.631.63 100.00
Table 7. Types of ECCRM Research Articles.
which could be problematic if such a trend were to continue as the subfielddevelops. This is slightly different from the results of Pervan’s study of themore mature GSS subfield, in which 56 percent of the articles were empiricaland 44 percent were nonempirical [32]. It is in fact even closer to the Alavi andCarlson review of MIS on the whole, wherein 48.8 percent of the articles wereempirical and 51.2 percent were nonempirical [1]. However, the closer per-centages for ECCRM compared to GSS could be a reflection of the immaturityof the ECCRM subfield. Alavi and Carlson did their review during an early
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 77
14012010080604020011668EmpiricalEMPIRICAL9852Events/Events/ProcessesProcesses1816ObjectsObjects1186710963ConferenceJournal6233AppliedApplied ConceptsconceptsNonempiricalConceptualIllustrativeNON-EMPIRICALorientationConceptualIllustrativeOrientationFigure 8. Number of Articles: Epistemology and Type by Medium4540353025201510504125ConferenceJournal169420015116162102021976 SurInsvetruyment DevelopmentSecondary DataLab ExperimentField ExperimentFigure 9. Empirical Studies by Research Methodology
period in the development of the MIS discipline, and the similarity betweentheir findings and those of the present study seem congruent when the earlydevelopmental stage is considered.
Empirical Research Types and Methodologies
Following the lead of previous studies [1, 32], it seemed worthwhile to exam-ine the frequency of research methodologies within each type. The top half ofTable 7 presents frequencies of articles published for the types of empirical
DescSimripulationstio onf tyAcpeDetis/onsccla Rripesssetioeas onsrc ofh pf sropeducifctsic , tesystechn..ms., applications, ins...Case StudyField Study78 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
research and of the methodologies employed within each type, and Figure 9presents the same data in a graphical format.
Empirical articles rely on observation and thus capture the essence of re-search [42]. The most striking findings are that 66 of the 184 articles are sur-veys and 26 are case studies, together accounting for 50 percent of all theempirical articles published, while only or 31 (17 percent) are lab or field ex-periments. The next most obvious result is that 30 (16.3 percent) of the articlesare descriptions of objects in the form of types or classes of product technolo-gies or systems. Web sites in the form of on-line stores are the most commonobject described. This may be due in part to the relative newness of this re-search area. Another interesting finding is that only seven (3.8 percent) pa-pers are classified as instrument development and none as field studies. Thisis somewhat problematic, as the development and validation of many of theinstruments used in the ECCRM studies published to date were not well de-scribed or were missing entirely from the articles. This is discussed further inthe section below on surveys. Not quite so surprising, only three papers areclassified in the newer methodologies of simulation and action research. Itwill also be interesting to see whether these methodologies are used morefrequently in future ECCRM research.
Surveys Dominate the Empirical Literature
The dominance of the survey method in the empirical literature on ECCRMillustrates the relative immaturity of this subfield. Many of the 66 survey ar-ticles did not report any instrument validation. Only 27 (41 percent) of themdiscussed instrument validation, and many do not mention reliability testing.These results are troubling, especially in view of Straub’s 1989 publication ofa paper specifically addressing instrument validation in MIS [39]. Instrumentvalidation is discussed in several high-quality papers in the MIS literature [5,12, 27, 33]. The technology acceptance model (TAM) is a very good exampleof cumulative instrument validation in the MIS literature [12, 13]. It has beenvalidated, empirically evaluated, applied, and extended by researchers in manydifferent domains [7, 14, 16, 26, 37, 40, 41, 43]. MIS referent disciplines alsohave literature on instrument validation, especially marketing [31, 38], psy-chology [6, 9, 10], and educational psychology [2, 25], on which MIS research-ers may draw for guidance.
Although it is uncertain why the authors of so many survey articles did notreport validation procedures, one can guess at a few possible reasons. First,they may not have validated the instruments, which would be the worst-casescenario, since data gathered with nonvalidated instruments are questionableat best and most likely uninterpretable. Second, perhaps the authors did vali-date their instruments, but did not think it important or necessary to reportthe procedures employed or the results. This second case is also problematic,for readers are left to guess whether or not the results are valid, reliable, orinterpretable. Finally, for some of the conference papers, the reason may beone of space limitations.
Few of the surveys used previously well-validated instruments to help tobuild a cumulative tradition. Instead they identified and created new con-
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 79
structs, variables, and survey items for each new study. While this may in-crease the number of constructs and variables studied, it also tends to broadenthe subfield at the expense of depth and cumulative tradition through replica-tion and validation.
Perhaps the most troubling issue is the fact that all of these papers werepeer reviewed, and then accepted for publication by editors of conferenceproceedings or journals, even though they failed to discuss instrument vali-dation and reliability. One may hope that the MIS research community at largeunderstands the importance of validating the reliability of research instru-ments, and that future studies will be required to report validation proce-dures and results.
Dearth of Experimental Research
Experimental research accounts for only 31 (8.4 percent) of the 369 articles.This is exceptionally low compared to the 74, or 55.6 percent, in Pervan’sGSS study, and the 21.8 percent in the Alavi Carlson MIS Study [1, 32]. Thereare several potential reasons why laboratory experimentation may not bemore frequently applied in ECCRM research. First, since it is difficult torecreate e-commerce markets and customers in a lab setting, the field maynot yet be amenable to lab studies. Second, few ECCRM systems can becontrolled for experimentation in lab or field settings. The small number ofillustrative nonempirical articles found in the study supports the idea thatfew ECCRM systems for research have been developed in the lab. The dearthof experimental studies suggests that empirically testable ECCRM theorieshave not yet been developed, and this is supported by the small number oftheoretical articles and the large number of conceptual models and frame-works that have been developed. There is clearly a need for more theorydevelopment that leads to testable hypotheses based on meaningful axiomsand propositions.
Nonempirical Research Types and Methodologies
The bottom half of Table 7 and Figure 10 present the results for nonempiricalECCRM research articles. Nonempirical articles focus on ideas rather thandata or observations. The number of conceptual articles (172, or 92.5 percent)is far greater than the number of Illustrative (8, or 4.3 percent) and appliedconcepts articles (3, or 3.2 percent) combined. The most striking results arethat only six (3.5 percent) of the172 conceptual articles are classified as theoryarticles.
Conceptual articles are intended to guide research by offering explana-tions and reasons through theories, models, or frameworks. The ECCRMresearch community has done a significant amount of conceptual work,but most of it involves the development of frameworks (43, or 25 percent),conceptual models (71, or 41.3 percent), or conceptual overviews (52, or30.2 percent), and very little has been done to develop or extend testabletheory.
80 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
605040302010019245615ConceptualModelConferenceJournal3022ConceptualOverview3.520000016133FrameworkTheoryOpinion andOpinion andExampleExperienceTools,Techniques,MethodsModelApplicationsConceptualFrameworksFigure 10. Non-Empirical Studies by Research Methodology
Publication Topics: Research Areas and Keywords
On the model of earlier studies [1], an exploration of the research topic areasstudied by ECCRM researchers seemed worthwhile, but things have changedsignificantly since Barki-Rivard-Talbot developed a classification scheme in1988 [4]. The arrival of new technologies and concepts, such as the Internet,the World Wide Web, and electronic commerce, has led to whole new MISresearch areas. The Barki-Rivard-Talbot scheme does not cover the many newtopics that have emerged in the ECCRM literature [4]. Thus there may be aneed to develop a new classification scheme for e-commerce as a whole, andECCRM in particular. Since there was no existing classification scheme, it wasdecided to examine both the macro and micro levels for research topics. Themacrolevel was examined by looking for general trends in the research areasthe literature covered, and the microlevel by looking at the keywords associ-ated with the articles.
Research Areas
To examine research areas, each article was coded in terms of all five applicablemajor areas identified in an earlier study (see Figure 3) [34]. As can be seen inTable 8, the most popular topic was technology, with 301 of the 369 (82 percent)papers mentioning this topic. The second-most-popular topic was human fac-tors, with 270 of the 369 ( 73 percent) papers mentioning this topic. Next in popu-larity were the topics of business models (193, 52 percent) and markets (190, 51percent). The least- popular topic was knowledge management (103, 28 percent.)Figures 11 and 12 show that the percentages of each topic for conferenceand journal articles. The percentages for article types are almost identical.This supports the view that the mentioning of these five topic areas is consistentacross both mediums.F igures 13 and 14 show the research topics for conference
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 81
Researchareamedium
ConferenceJournalTotal
Markets
112 78190
Businessmodels
118 75193
Knowledgemanagement
68 35103
Technology
180121301
Humanfactors
171 99270
Table 8. Research Areas by Medium.
MarketsHuman18%factors26%Businessmodels18%Technology30%Knowledgemanagement9%Figure 11. Conference Research Areas
Markets19%Human factors24%Businessmodels18%Technology30%Knowledgemanagement9%Figure 12. Journal Research Areas
82 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
6050403020100199519961997199819992000a2001aBusiness modelsBusiness ModelsKnowledgeKnowledgemanagementManagementTechnogical IssuesTechnologyHumanHuman factorsaMarketsMarkets2002aFigure 13. Conference Research Areas by year
a
Partial list
6050403020100MarketsMarketsBusiness modelsBusiness ModelsKnowledgeKnowledgemanagementManagementTechnologyTechnogical IssuesHuman factorsHuman1984199019931994199519961997199819992000Figure 14. Journal Research Areas by Year
and journal articles respectively by year. The topics of technological and human
issues have increased dramatically over the last few years in both journal andconference publications. The other three topics also appear to be increasingacross both mediums.
Keyword Topics
To explore a more detailed level of research topics, the keywords associatedwith each article were examined using WORDs, a program developed by EricJohnson (www.dsu.edu/~johnsone/sno.html, access date 9/1/2001) thatcounts the number of running words in a text file and the number of uniqueword forms, based on user set recognition parameters. WORDs allows theuser to exclude a list of “stop words” from the counts. It produces a list of allunique words in the file and the frequency of their occurrence, sorted eitheralphabetically or by numeric frequency.
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 83
Count
179138116857771626149484743
Word
ElectronicCustomerCommerceInternetConsumerWeb
InformationTrust
MarketingBusinessServiceQuality
Rank
123456789101112
Table 9. Top Individual Keyword Counts.
First, the complete unedited set of keywords from all 369 papers was runthrough the program using the standard stop word list. WORDs found 984unique word forms from among the 4,135 words Table 9 presents the mostpopular “individual” keywords.
When the list of individual keywords was examined, it was found thatmost of them were now out of context, for many article keywords were listedas multi-word phrases, such as “electronic commerce” and “service quality.”To preserve the context, hyphens were added between each word of the multi-word keyword phrases, and these modified data were run through the pro-gram. This time WORDs found 1,313 unique word forms from among the1,853 words. Table 10 shows the most popular keywords when multi-wordkeyword phrases were included. These results are more meaningful, becausethey maintain the context from the articles.
Keyword analysis showed that electronic commerce was the most popularresearch topic, mentioned almost three times more often than the topic thatcame next. Following electronic commerce in popularity were trust, electronicmarkets, and Internet. This set of keywords illustrates the new topics beingexplored in the field. None of the top keywords fit into the Barki-Rivard-Tal-bot classification scheme [4]. This may signal a need for new classificationschemes for emerging research subfields like ECCRM.
Discussion
Through collection and analysis of the literature on ECCRM published over thelast five years, this study has illustrated the overall status and maturity level ofthis emerging subfield of MIS in terms of research types and epistemology. Theresults provide interesting insights into the methodologies employed for ECCRMresearch and offer directions for continued investigations in this area.
The study reveals that slightly more conference proceedings articles werepublished than journal articles, which can be considered a sign of relativeimmaturity. However, many conference proceedings articles are polished andlater published in journals. Thus there may soon be an increase in the number
84 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
Count
84282423131311101099
Word
Electronic-CommerceTrust
Electronic-MarketsInternet
Customer-SatisfactionWorld-Wide-Web
Interorganizational-System-IOSConsumer-Behavior
Customer-Relationship-ManagementElectronic-Data-Interchange-EDIIntermediaries
Rank
1234567891011
Table 10. Top Multi-Word Phrase Keyword Counts.
of journal articles on ECCRM. The study revealed that articles have been pub-lished in many different conference proceedings tracks, minitracks, and themes,
as well as in numerous MIS and referent discipline journals. This implies thata broad range of the MIS research community considers the topic area impor-tant and worthy of publication.
The analysis reveals that the number of nonempirical and empirical ar-ticles on ECCRM is almost the same. This seems counter to Alavi and Carlson’sfinding that the number of empirical articles had exceeded the number ofnonempirical articles in their assessment of MIS [1]. Perhaps it indicates thatthis new subfield of MIS is still somewhat immature, and thus that purelyconceptual work may be appropriate at the present time. The study furtherrevealed that most of the articles on ECCRM were not published in the coreMIS journals (Management Information Systems Quarterly, Journal of Manage-ment Information Systems, Information Systems Research, and Information andManagement), but in more recently established journals (International Journal ofElectronic Commerce, Electronic Markets, and Journal of Computer-Mediated Com-munication), which may not yet have developed the same strict publishingstandards and practices as the older journals. This is not to imply that thelatter journals are any less important or relevant than the former, but rather toillustrate the relative immaturity of the subfield. With maturity the literatureon ECCRM will undoubtedly begin to see more empirical articles and con-comitantly fewer nonempirical articles. One may also expect to see more ar-ticles in the core MIS journals. Time, and taking an opportunity to pause andreflect, as this study has done, will tell.
The set of empirical ECCRM articles is dominated by exploratory surveysand characterized by a dearth of experimental studies. As was pointed outalmost a decade ago, “increasing use of exploratory surveys should be a mat-ter of concern for the MIS discipline” [8]. The analysis also revealed the alarm-ing fact that only a small percentage of the ECCRM survey articles discussedinstrument validation, and that not all of these discussed reliability testing.Few of the studies used previously validated instruments, and this raises aconcern that a cumulative tradition of replication and extension in the area ofinstrument development may not be emerging.
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 85
The nonempirical articles are dominated by conceptual models, frameworks,and overviews, and characterized by very few theoretical articles. This makessense in light of the few hypotheses testing empirical articles, and suggeststhat ECCRM researchers may not yet be developing empirically testable theo-ries. There are also few illustrative and applied-concept articles. This sup-ports Alavi and Carlson’s finding of a trend toward a decrease in articles ofthis type in MIS as a whole [1].
The very small number of theoretically oriented articles (three out of 369)brings into question the rate of progress MIS researchers have made towarddeveloping empirically based theories and evaluating them through hypoth-esis testing [1]. Alavi and Carlson, based on similar results in their 1992 re-view of MIS research, pointed out that theories not only guide research butguide selection of the appropriate research methodology [1]. They cite papersby Kling and Wieck as useful discussions of the role and impact of theoriesand of theoretical views on appropriate research methodology selection [29,45]. The lack of ECCRM theory and development of systems to illustrate andapply concepts is a major deficiency that researchers should address.
for Future ResearchRecommendations
Research on ECCRM is still in its early stages, as this study demonstrates.
There is, however, a strong interest in the subject, as evidenced by both thelarge number of articles published and the breadth across conference pro-ceedings and journals. Following are a few recommendations for researchersthat may help the subfield to evolve and reach a higher level of maturity thanis reflected in the present literature.
First, there is clearly a need for empirically testable theories. While concep-tual models, frameworks, and overviews all provide an excellent start, test-able theories can lead to meaningful hypotheses that can be experimentallytested in the lab and the field to move research forward. Second, once theorieshave been developed, there is a need for lab and field experiments to testhypotheses in order to find support for them and rule out other possible ex-planations. Third, there is a strong need for researchers to validate the instru-ments they employ and to explain these procedures in their articles in order toevoke confidence that the results are meaningful, interpretable, and reliable.Instrument development and validation must be carefully undertaken priorto use. Researchers in this new subfield need to explore referent disciplines,such as psychology, and use methods that validate instruments from a num-ber of perspectives, including convergent validity, discriminate validity, con-struct validity, and reliability. Fourth, there is a need for a cumulative traditionof research in which replication, extension of theories, models, and instru-ments, and development of standard constructs and metrics define the sub-field and give each new study contextual meaning within a common body ofknowledge. There is a need for depth as well as breadth of research. Finally,there is a need for researchers in the ECCRM subfield to submit their work tothe core MIS journals (Journal of Management Information System, ManagementInformation Systems Quarterly, Information Systems Research, Information and Man-
86 NICHOLAS C. ROMANO, JR., AND JERRY FJERMESTAD
agement) in order to increase the perception of its maturity within the MISresearch community at large and make it a true subdiscipline of MIS. Finally,since the new research topics that are being explored do not fit into previouslydefined classification schemes, there is a need to develop new schemes in or-der to analyze the topics addressed by this new research.
Limitations
This study may have been adversely affected to some extent by a number oflimitations. First, it was based on only a few years of ECCRM research andmight have been improved if a longer time horizon could have been reviewed.This makes it harder to look for trends or patterns in the literature and limitsthe number of papers included in the study.
Second, only a partial set of the articles for the years 2001 and 2002 wasreadily available to the authors at the time the study was undertaken. More-over, some articles may have been missed or overlooked. From the standpointof practicality, it was impossible to include every single article in the analysis.Some of the problems in obtaining articles include inability of interlibraryloan to obtain articles from journals to which they do not subscribe, electronicaccess barriers due to nonsubscription or other problems, and library rulesgoverning the number of articles that can be obtained via interlibrary loan fora specific journal, volume, or issue.
Third, the study did not address additional classification schemes or analytictechniques. The theory articles were not classified as theory building, theorytesting, or theory extension, as Pervan did for GSS [32]. The study did not cat-egorize the articles based on research constructs or variables used to measurethem, as done in some other analyses. This would be a useful extension of thepresent study and could be used to develop a theoretical framework based onECCRM theories from MIS and referent disciplines. The study did not take amore in-depth look at the empirical set of research articles and classify them inmore detail. Finally, the study did not address quantitative vs. qualitative datacollection, as Pervan did in his study of GSS research [32]. All of these areasrepresent opportunities for future introspective research studies.
Finally, as Cheon et al. point out, studies of this nature suffer from the factthat most research is published several years after it is completed, due to longreview times and backlogs for various journals [8]. This was one of the rea-sons why conference proceedings were included in the study, to help ensurethat more recently completed research was analyzed.
Summary
This paper presents a first glimpse of the emerging MIS subfield of ECCRM interms of journal and conference papers, research types and epistemology, au-thors and institutions, research areas, and keyword topics through an exhaus-tive analysis of all available journal and conference proceedings publications. Alarge amount of empirical and nonempirical ECCRM research has recently been
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 87
conducted. The results reveal that this new area of research is still somewhatimmature but is gaining ground through significant numbers of publicationsand increasing professional activity in the MIS research community. Althoughthe study has some limitations, it provides an interesting look at an emergingsubfield within MIS. It also reveals a number of opportunities for additionalintrospective research on ECCRM and in other emerging MIS subfields.REFERENCES
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