Table V Cluster solution Variable Total...

Table V

Cluster solution

Variable	Total (n=48)	Total (mean) (n=48)	Technology expert (mean) (n=12)	Low-cost online (mean) (n=36)	Diff	Fisher’s Exact test
Value proposition
Quality	42	0.88	0.92	0.86	0.06	0.254
Convenience	30	0.62	0.42	0.69	0.27	2.963
Reliability	24	0.5	0.33	0.56	0.23	1.778
Expertise	22	0.46	0.83	0.33	0.5	9.063*
Variety	20	0.42	0.33	0.44	0.11	0.457
Low cost	19	0.4	0	0.53	0.53	10.483**
Flexibility	18	0.37	0.67	0.28	0.39	5.807*
Speed	18	0.38	0.17	0.44	0.27	2.963
Training	17	0.35	0.58	0.28	0.3	3.674
Environmental friendliness	15	0.31	0.42	0.28	0.14	0.808
Security	14	0.29	0.42	0.25	0.17	1.210
Software	12	0.25	0.42	0.19	0.23	2.370
Customer service	10	0.21	0.17	0.22	0.05	0.168
Innovation leadership	8	0.17	0.42	0.08	0.34	7.200*
Customer productivity	3	0.06	0	0.08	0.08	9.063
Value creation
Partner integration
Company partners	34	0.71	0.58	0.75	0.17	1.210
Customer partners	9	0.19	0.08	0.22	0.14	1.140
Academic partners	6	0.12	0.33	0.06	0.27	6.349*
Distribution channels
Web shop	37	0.77	0.25	0.94	0.69	24.570**
Retailer	23	0.48	0.33	0.53	0.2	1.363
Store	11	0.23	0.25	0.22	0.03	0.039
Communication channels
Social media	42	0.87	0.75	0.92	0.17	2.286
Blog	19	0.4	0	0.53	0.53	10.483**
Press releases	10	0.21	0.25	0.19	0.06	0.168
Advertisements	2	0.04	0	0.06	0.06	0.696
Value capture
Revenue sources
Sale	47	0.98	0.92	1	0.08	3.064
Reselling consumables	8	0.17	0.08	0.19	0.11	0.800
Leasing	2	0.04	0	0.06	0.06	0.696
Rental	1	0.02	0	0.03	0.03	0.340
Payment methods
PayPal	29	0.6	0.08	0.78	0.7	18.149**
Credit card	27	0.56	0.08	0.72	0.64	14.928**
Bank transfer	18	0.38	0.25	0.42	0.17	1.067
COD/invoicing	6	0.13	0.17	0.11	0.06	0.254
Cash	4	0.08	0	0.11	0.11	1.455
Bitcoin	1	0.02	0	0.03	0.03	0.340

Variable	Total (n=48)	Total (mean) (n=48)	Technology expert (mean) (n=12)	Low-cost online (mean) (n=36)	Diff	Fisher’s Exact test
Value proposition
Quality	42	0.88	0.92	0.86	0.06	0.254
Convenience	30	0.62	0.42	0.69	0.27	2.963
Reliability	24	0.5	0.33	0.56	0.23	1.778
Expertise	22	0.46	0.83	0.33	0.5	9.063*
Variety	20	0.42	0.33	0.44	0.11	0.457
Low cost	19	0.4	0	0.53	0.53	10.483**
Flexibility	18	0.37	0.67	0.28	0.39	5.807*
Speed	18	0.38	0.17	0.44	0.27	2.963
Training	17	0.35	0.58	0.28	0.3	3.674
Environmental friendliness	15	0.31	0.42	0.28	0.14	0.808
Security	14	0.29	0.42	0.25	0.17	1.210
Software	12	0.25	0.42	0.19	0.23	2.370
Customer service	10	0.21	0.17	0.22	0.05	0.168
Innovation leadership	8	0.17	0.42	0.08	0.34	7.200*
Customer productivity	3	0.06	0	0.08	0.08	9.063
Value creation
Partner integration
Company partners	34	0.71	0.58	0.75	0.17	1.210
Customer partners	9	0.19	0.08	0.22	0.14	1.140
Academic partners	6	0.12	0.33	0.06	0.27	6.349*
Distribution channels
Web shop	37	0.77	0.25	0.94	0.69	24.570**
Retailer	23	0.48	0.33	0.53	0.2	1.363
Store	11	0.23	0.25	0.22	0.03	0.039
Communication channels
Social media	42	0.87	0.75	0.92	0.17	2.286
Blog	19	0.4	0	0.53	0.53	10.483**
Press releases	10	0.21	0.25	0.19	0.06	0.168
Advertisements	2	0.04	0	0.06	0.06	0.696
Value capture
Revenue sources
Sale	47	0.98	0.92	1	0.08	3.064
Reselling consumables	8	0.17	0.08	0.19	0.11	0.800
Leasing	2	0.04	0	0.06	0.06	0.696
Rental	1	0.02	0	0.03	0.03	0.340
Payment methods
PayPal	29	0.6	0.08	0.78	0.7	18.149**
Credit card	27	0.56	0.08	0.72	0.64	14.928**
Bank transfer	18	0.38	0.25	0.42	0.17	1.067
COD/invoicing	6	0.13	0.17	0.11	0.06	0.254
Cash	4	0.08	0	0.11	0.11	1.455
Bitcoin	1	0.02	0	0.03	0.03	0.340

Notes: Level of significance: *p<0.05; **p<0.01

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