???????????????????????????????? ????????????????????????????????????? (Cybercommunication: Implications for Electronic Commerce)

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????????????????????????????????
?????????????????????????????????????(Cybercommun
ication Implications for Electronic Commerce)

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Presentation Outline

• Definitions cyber-communication and electronic
  commerce
• Applications of cyber-communication to e-commerce
• Guidelines for crafting an e-commerce web sites
  user interface

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Cyber-communication

• Cyber-communication referred to as interaction
  among human through computer and communication
  network.
• The interaction can be in various forms including
  texts, audio signals, conference meetings that
  allow visualization of all members.

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Advantages over Other Media

• Multi-way communication
• Synchronous and asynchronous communication
• Computer-enhanced communication

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Multi-way communication

• Cybercommunication allows one-to-one, one-to-many
  or even many-to-many interaction, e.g.,
  electronic mail, electronic bulletin boards or
  communication via a web site.

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Synchronous and asynchronous communication

• Synchronous communication all members must be
  present while the communication process is taking
  place. Examples chat rooms, or conference
  meeting.
• Asynchronous communication all members can
  converse with others at their own convenient
  time. Examples are electronic mail, electronic
  bulletin boards

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Computer-Enhanced Communication

• Computer-enabled enhancement remarkably enriches
  capabilities of cybercommunication process.
• Examples of the enhancements anonymous login,
  searching ability, multi-platform interaction, or
  one-click shopping features.

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Electronic commerce

• The use of computer and communication network
  such as the Internet or the WWW to affect
  business transactions between (or among)
  organizations and individuals.
• Such usage includes web site development to sell
  products online, advertisement via a banner or
  freely-downloaded software products.

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Critical features of E-commerce

1. Ubiquity
2. Information Richness
3. Interactivity
4. Personalization (or customization)

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Applications of Cyber-communication to E-commerce

• Tracking and building customer profiles
• Distributing a merchandise through a computer
  network
• Advertising a product on the WWW
• Crafting customer interface for electronic
  commerce web sites storefront

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Guidelines for Designing a Web Sites Storefront

1. Context
2. Content
3. Communication
4. Customization
5. Commerce

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1. Context

• How is a web designed?
• Functional issues
• Site structure Site map, shortcuts, navigational
  or search tools
• Site capability download ability, platform
  independence
• Aesthetical issues
• Site layout color coordination
• Emotional usability

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2. Content

• What is presented on a web site?
• Data types
• Most-updated information, disclaimer
• Change indicators Last updated 02/09/2002
• Content formats
• Attractive and appropriate formats cartoon,
  search mechanism, testimonial
• Various degrees of richness text, image, sound,
  movie clips

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3. Communication

• A channel to (1) convey information to target,
  and (2) receive feedback from customers.
• Three types of communication
• Store-to-customer communication
• Store-to- store communication
• Between-customer communication

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Store-to-customer communication

• A channel for communication between a store and
  its customers
• Benefits
• Listening to customers
• Building trust
• Learning feedback from target groups

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Store-to-store communication

• A channel for communication among online
  electronic stores
• Benefits
• Collaboration on information (e.g., use of other
  sites information)
• Links to other sites (e.g., business partners
  web site)

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Between-Customer Communication

• Creating virtual community
• Sharing value among potentials and the stores
  customers

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4. Customization

• A store owner should customize the storefront to
  fit with each customers needs.
• Two key customizing techniques
• Personalization A customers request to have a
  personalized online storefront or personal
  services
• Tailoring Store owners' gathering customers
  preference information so as to adjust the
  storefront accordingly

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5. Commerce

• All features that enable electronic commerce
  transactions. Such features include online
  payment, search services, or order tracking.

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Concluding remarks

• Online store owners must work with web site
  developers to incorporate issues related to
  context, content, communication, customization
  and commerce so the design of the storefront
  would offer customers what they truly want.
• Practitioners must also be aware of other
  alternatives of crafting electronic web site
  interface design and may therefore combine all
  possibilities so as to design the best online
  storefront.

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