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

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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