电子商务的网站操作模式外文文献资料.docx
- 文档编号:6082471
- 上传时间:2023-01-03
- 格式:DOCX
- 页数:16
- 大小:181.61KB
电子商务的网站操作模式外文文献资料.docx
《电子商务的网站操作模式外文文献资料.docx》由会员分享,可在线阅读,更多相关《电子商务的网站操作模式外文文献资料.docx(16页珍藏版)》请在冰豆网上搜索。
电子商务的网站操作模式外文文献资料
文献信息
标题:
Adoptinge-commerceWebsiteoperationmodes:
ThecurrentstateoflargeUSfirms
作者:
Jau-Yang,Liu;Tarn,JMichael;Wen,HJoseph
出版物名称:
InformationManagement&ComputerSecurity
卷:
12;期:
1;页:
73-90;出版年份:
2014
ISSN:
09685227
Adoptinge-commerceWebsiteoperationmodes:
ThecurrentstateoflargeUSfirms
Jau-Yang,Liu;Tarn,JMichael;Wen,HJoseph
Abstract:
Thispaperappliesananalyticalframeworktoassesse-commerce(EC)WebsitesoflargeUSfirms.ItfirstexaminestheavailableECoperationmodesandthendiscussestheECfactors-product,process,customer,andmarket-thatinfluencetheECmodesadoption.TheWebsitesof50Fortune500firmswererandomlyselectedandanalyzed.ThefindingsshowthecurrentstateoflargeUSfirms.WebECmodesimplementationandthecharacteristicsoftheirECfactors.[PUBLICATIONABSTRACT]
KeywordsElectroniccommerce,Internet,UnitedStatesofAmerica,Largeenterprises
Introduction
ThebusinesspotentialoftheWorldWideWeb(WWW)hasdrawnnumerouscompaniesonlineandmovedorganizationsbeyondthephysicalconstraintsoftheirtraditionalrealms.AvarietyofECoperationmodesemergedinthisrapidlyevolvingarena.Afterthecollapseofdotcomsandadownturnintheeconomy,enterprisesbegantolookforthebestfusionofthoseECmodesthatcouldleadtotheirfirms'survivaloreventheircontinuoussuccess.
ECisallaboutapplyingarightECmodeandbuildinganintegratedsystem,notjustdevelopingWebpages.Veryoften,theWebdesignsarejustthetipoftheicebergintermsofcostandfunctions.Theinvisibleparts,orECmodes,arethereal"heart"ofthesystem.TheyareoftenmanytimesmoreimportantthantheWebpages.InmanyECprojectsthemostdifficulttaskisnothowtobuildanattractiveWebpage,buthowtoselectECmodesandintegratewithexistingsystemsinacost-effectivemanner.
AvarietyofECmodesemergedconsistentlyindifferentfields.Venturecapitalfedthisfascination.InnovativecompaniesstillcontinuetocreatenewandexcitingwaystousetheInternettoprovidenovel,efficient,andconvenientshoppingparadigmsaswellastostreamlinewaysforcompaniestodobusinesswiththeirpartners.However,overwhelmingexpansionandinappropriateECmodesmay,intheend,inducethecollapseofEC.
TheresearchpresentsinthispaperappliesananalyticalframeworkdevelopedtoassessECWebsitesoflargeUSfirms.ThispaperfirstreviewstheECmodeclassificationliterature.FollowingtheliteraturereviewisadetaileddiscussionofelevenECmodesandthedecisionfactorsthataffecttheadoptionofECmodes.Thepaperconcludeswithanassessmentof50WebsitesrandomlyselectedfromFortune500companies.ThefindingsprovidemanagementwithamatrixforECmodesselection.
Literaturereview
WithtechnologicalinnovationsandrapiddevelopmentofEC,customervalueperceptionisfundamentallychanged.KalakotaandRobinson(1999)haveredefinedthevalueofthecustomer'sexperienceastheabilityofanECcompanytostreamlinetheend-to-endexperience,whichprovidesacompletesolutionaroundacommodity,product,orserviceofferedbytheECcompany.Thatis,customervaluespursinnovationacrossallservicedimensions:
speed,convenience,personalization,andprice.
Zwass(1996)furtherextendedthehistoricalviewofECwhenhestatedthattraditionalEC,conductedwiththeuseofinformationtechnologiescenteringonelectronicdatainterchange(EDI)overproprietaryvalue-addednetworks,israpidlymovingtotheInternet.TheInternet'sWorldWideWebhasbecometheprimedriverofcontemporaryEC.
Inthepast,twomainclassificationschemesofWWWwereused.One,presentedbyKalakotaandWhinston(1997),definedECstrictlyas"thebuyingandsellingofinformation,products,andservicesviacomputernetworks".Therefore,theyclassifiedadvertising,sales,andcustomerserviceasthemainconsumer-orientedECmodes.TheotheronewasreportedbyCappelandMyerscough(1996).Theyalsoidentifiedfivedifferentwayswithinabroaderdefinitioninwhicha"for-profit"companymayusetheWeb;i.e.marketawareness,customersupport,sales,advertising,andelectronicinformationservices.Also,itpresentedaspecialtrend,ahybridnature;i.e.sitesmightmixmorethanoneoftheidentifiedtypesingreaterunderstandingofcompanyWWWusage.
Hoffmanetal.(1995)dividedcommercialECmodesintosixcategories:
storefronts,contentsites,searchengine,mall,incentivesites,andInternetpresences.WhiletheseschemeshavesomemeritindistinguishingtypesandfunctionsofvariousWebpages,theyfocusonWebsitesasbeinguniqueandseparatefromphysicalfirmsandstorefronts.
Timmers(2000),inhisbookElectronicCommerce:
StrategiesandModelsforBusiness-to-BusinessTrading,emphasizedthatabusinessmodelshouldofferproduct/service,informationandmoneyflow.Itshouldalsoincludetheroleitplaysinbusinessvalueandwhatmarketingstrategiesabusinesscandeploytoensurebuildingcompetitiveadvantageandwhichproduct-marketstrategyisbeingfollowed.Inprinciple,manynewbusinessmodelscanbeconceived;inpractice,onlyalimitednumberarebeingrealizedinEC.Therefore,TimmersproposedtenECmodes:
e-shop,e-procurement,e-mail,e-auction,valuechainserviceprovider,virtualcommunity,collaborationplatform,valuechainintegrator,third-partymarketplacevaluechainintegrator,andinformationbroker.
From1996through1999,someresearchfocusedonexaminationofWebsitecontents(Berthonetal.,1996;Liuetal.,1997;PalmerandGriffith,1998;Watsonetal.,1998;Mahadevan,2000).Theseresearchersshowedgrowingtrendsthroughtheirresults.YoungandBenamati(2000)demonstratedthegrowingtrendinFortune500Websites(64percentin1996and80percentor90percentin1997)andtransactionalsites(10percentor26percentin1996,20percentin1997,34percentin1998).YoungandBenamati's(2000)researchshowedagrowingnumberinapplicationandgeneralizationofWebsitesaswellastransactionalsites.
ThepreviousstudiesshowawiderangeofavailablemodesonthecurrentcommercialWebsites.Inthispaper,weredefinedECwithtwoanalyticaldimensions:
ECapproaches(informationalandtransactional);andoperationmodes(brandawareness/imagebuilding,costsaving,promotion,Info-mediary,e-retail,e-mail,e-broker,advertising,subscriber,community,andcustomization).Thesetwoanalyticaldimensionsarediscussedinthefollowingsections.
ECapproaches
Informationalapproach
Intheinformationalapproach,theWebisusedtosupportbutnottoreplaceacompany'smainbusinessactivities.CompaniesdonotlimitthemselvestojustmarketingontheWeb.Asamatteroffact,theylookatothertraditionalmediaofadvertisingandmarketingstudyinordertomeettheirbusinessgoalsandmarketingobjectives,forinstance,Ford()notonlylistsallthemodesofitssevenfamousautomotivebrands,butalsopostsitsenvironmentalpolicy,cleanermanufacturing,communityinvolvement,andcorporatecitizenshipreport;Reebok()letvisitorsreadaboutsportsandfitness,hearfromReebok-sponsoredathletes,andlearnaboutReebok'shuman-rightsactivities,amongotherthings;andKodak()providestechnicalhelpsandtutorialsforitsdigitalcamerasandoffersalibraryofcolorful,high-qualitydigitalimagesthataredownloadable.
Transactionalapproach
Inthetransactionalapproach,companiesusetheInternettobuildavirtualorganization,whichisanindependent,profitableventurethatexistsonlyontheInternet.Visitorscanbrowsethroughthecatalogandorderproductsonline.ThetransactionalapproachiswhatmostproponentsofECexpect.Althoughtherearestillsomehiddenobstacles(e.g.transactionsecurity),itseemsthatmostcompaniesarelikelytobenefitdirectlyfromtransactionontheInternet,especiallyforsmallandmedium-sizedenterprises.Infact,therehavebeenmanysuccessfulcases,suchasAmazon()isavirtualbookstorethatoperatesonlyovertheWeb.Themethodsofsellingincludelistpriceorauction;eTrade(www.eT)isanonlinefinancialbrokerage,wherecustomersplacebuyandsellordersfortransactingfinancialinstruments.Thebrokerchargesthebuyerand/orselleratransactionfee;andDell(),acomputerretailer,sellsitscomputerdirectlytocustomersontheWeb.Sincethereisnointermediarythedistributioncostsorcost-of-salesshrinktozero.
ECoperationmodes
Brandawareness/imagebuilding
Intoday'scompetitivebusinessenvironment,allcompaniescontributetheirefforts,withoutexception,todesignandtodevelopingmoreprogressiveandcutting-edgecorporateWebsitesthatwillhelpthemcreatenewandprogressiveimagesandbrandsforthemselves.Furthermore,companiesareeagertoassemblemorevisualmessagesabouttheindustryofferingswhilemaintainingtheircompanies'traditionalvaluesandcoremessages.
Thus,suchWebsitesthatapplythismodeprovidedetailed,rationalinformationaboutthefirmanditsofferings.Themodealsohelpscompaniestoreachmotivatedcustomerswithinformation/image-richcommunicationsmessages.Forinstance,companiesnotonlycanlistallthemodelsoftheirfamousbrands,butalsoposttheirenterpriseculture,policy,communityinvolvement,andcorporatecitizenshipreport.Inaddition,companiescantakeadvantageofWebsitesasplatformswheretheirconsumerscanreadpressreleases,communicatewiththecompaniesandlearnaboutthecompanies'activities,amongotherthings.
Costsaving
ThenetbenefitfromECinitiativesvarieswidelyonevaluationsoftheeffi
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 电子商务 网站 操作 模式 外文 文献资料