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 hype