2. Electronic Commerce Models
Electronic commerce models include a wide
spectrum of activities from simple online catalog
shopping to electronic markets. A broad
categorization of these models includes both
business-to-consumer (B2C) and business-to-
business (B2B) e-commerce.
ÿ Business-to-consumer (B2C) models are the
forms of electronic commerce most apparent to
Internet users. Almost as soon as the Internet
took the first few steps from its research origins,
observers began developing frameworks to
describe the “new economy.” A dichotomy
between destination sites and navigation sites
developed as search engines and cybermalls
began directing traffic to hopefully relevant
sites. For instance, one early framework
proposed three destination types (online
storefront, Web presence, and content site) and
three “traffic control” types (search agent, mall,
and incentive site) [1]. Most Web-based
consumer business has followed the online
storefront model, possibly in conjunction with
an existing bricks-and-mortar infrastructure.
The initial promise and extraordinary hypesurrounding this rather ordinary e-commerce
model has given way to a tempered enthusiasm
for B2C activities (with a corresponding shift of
attention to business-to-business models).
However, opportunities may exist upstream in
the consumer purchasing process, supporting the
information gathering and decision making
activities. These pre-purchase activities usually
include catalog browsing, price comparisons,
and possibly visiting true content sites for
opinions and general consumer-style reports.
Data warehousing technologies can transform
the content site into a high value-added producer
of customized consumer reports.