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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | E-commerce : business, technology, society / Kenneth C. Laudon, Carol Guercio Traver |
| 개인저자 | Laudon, Kenneth C. Traver, Carol Guercio |
| 발행사항 | Boston : Addison Wesley, 2002 |
| 형태사항 | xxxv, 762 p. : ill. ; 24 cm + Appendix 1sheet |
| ISBN | 0201748150 |
| 서지주기 | Includes bibliographical references (p. 725-737) and index |
| 비통제주제어 | Electronic commerce/,Internet marketing/,Information technology/,전자상거래 |
| 분류기호 | 326.165 |
| 언어 | 영어 |
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CONTENTS
Part 1 Introduction to E-commerce
1 THE REVOLUTION IS JUST BEGINNING ... 2
Learning Objectives ... 2
Amazon.com, Before and After ... 3
1.1 E-commerce : ...
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<B>권호명 : < / B>1
CONTENTS
Part 1 Introduction to E-commerce
1 THE REVOLUTION IS JUST BEGINNING ... 2
Learning Objectives ... 2
Amazon.com, Before and After ... 3
1.1 E-commerce : The Revolution Is Just Beginning ... 6
What Is E-commerce? ... 6
The Difference between E-commerce and E-business ... 7
Why Study E-commerce? ... 7
Seven Unique Features of E-commerce Technology ... 9
Ubiquity ... 9
Global Reach ... 10
Universal Standards ... 10
Richness ... 11
Interactivity ... 11
Information Density ... 12
Personalization／Customization ... 12
Types of E-commerce ... 13
Business-to-Consumer(B2C) ... 13
Business-to-Business(B2B) ... 14
Ccnsumer-to-Consumer(C2C) ... 14
Peer-to-Peer(P2P) ... 15
Mobile commerce(M-commerce) ... 15
Growth of the Internet and the Web ... 15
Insight on Technology : Spider Webs and Bow Ties ... 18
Origins and Growth of E-commerce ... 19
Technology and E-commerce in Perspective ... 21
Potential Limitations on the Growth of B2C E-commerce ... 22
1.2 E-commerce Ⅰ and Ⅱ ... 23
The Visions and Forces behind E-commerce Ⅰ : 1995-2000 ... 24
E-commerce Ⅱ : 2001-2006 ... 27
Insight on Business : A Short History of Dot.com IPOs ... 28
E-commerce Today : Successes and Failures ... 30
Predictions for the Future ... 31
1.3 Understanding E-commerce : Organizing Themes ... 36
Technology : Infrastructure ... 36
Business : Basic Concepts ... 38
Society : Taming the Juggernaut ... 38
Academic Disciplines Concerned with E-commerce ... 39
Thchnical Approaches ... 39
Insight on Society : Keeping Your Clickstream Private ... 40
Behavioral Approaches ... 41
1.4 Case Study Napster Rocked. But Was it Legal? ... 43
1.5 Review ... 47
Key Concepts ... 47
Questions ... 51
Projects ... 52
Web Site Resources ... 53
2 E-COMMERCE BUSINESS MODELS AND CONCEPTS ... 54
Learning Objectives ... 54
Kozmo Finally Crashes ... 55
2.1 E-commerce Business Models ... 57
Introduction ... 57
Eight Key Elements of a Business Model ... 57
Value Proposition ... 57
Revenue Model ... 59
Market Opportunity ... 61
Competitive Environment ... 62
Competitive Advantage ... 63
Market Strategy ... 64
Organizational Development ... 65
Management Team ... 65
Categorizing E-commerce Business Models : Some Difficulties ... 66
2.2 Major Business-to-Consumer(B2C) Business Models ... 67
Portal ... 68
E-tailer ... 69
Content Provider ... 70
Transaction Broker ... 71
Market Creator ... 72
Service Provider ... 73
Community Provider ... 74
Insight on Technology : Google.com - Searching for Profits ... 75
2.3 Major Business-to-Business(B2B) Business Models ... 77
Marketplace／Exchange(B2B Hub) ... 77
E-distributor ... 79
B2B Service Provider ... 79
Matchmaker ... 80
Infomediary ... 80
Insight on Business - e-Steel.com Breaks Its Mold ... 87
2.4 Business Models in Emerging E-commerce Areas ... 82
Consumer-to-Consumer(C2C) Business Models ... 82
Peer-to-Peer(P2P) Business Models ... 83
M-commerce Business Models ... 83
Insight on Society - Who's Calling : Wireless Privacy ... 85
E-commerce Enablers : The Gold Rush Model ... 86
2.5 How the Internet and the Web Change Business : Basic Business Concepts ... 87
Industry Structure ... 88
Industry Value Chains ... 90
Firm Value Chains ... 91
Business Strategy ... 91
2.6 Case Study Priceline.com - Can This Business Model Be Saved? ... 96
2.7 Review ... 99
Key Concepts ... 99
Questions ... 101
Projects ... 102
Web Site Rewources ... 103
Part 2 Technology Infrastructure for E-commerce
3 THE INTERNET AND WORLD WIDE WEB : E-COMMERCE INFRASTRUCTURE ... 106
Learning Objectives ... 106
Akamai Technologies : Speeding Internet Performance with Math ... 107
3.1 The Internet : Ichnology Background ... 109
The Evolution of the Internet 1961-2000 ... 109
The Internet : Key Thchnology Concepts ... 114
Packet Surtching ... 115
TCP／IP ... 116
Client／Server Computing ... 120
Other Internet Protocols and Utility Program ... 121
HTTP : Hypertext Documents ... 121
SMTP, POP, and IMAP : Sending E-Mail ... 121
FTP : Transferring Files ... 122
SSL : Security ... 122
Telnet : Running Remote ... 123
Finger : Finding People ... 123
Ping : Testing the Address ... 123
Tracert : Checking Routes ... 123
3.2 The Internet Today ... 124
The Internet Backbone ... 126
Network Access Points and Metropolitan Area Exchanges ... 127
Campus Networks ... 129
Internet Service Providers ... 129
Intranets and ExtTanets ... 131
Who Governs the Internet? ... 132
Insight on Society : Yahoo! France-Government Regulation of the Internet ... 134
3.3 Internet Ⅱ : The Future Infrastructure ... 133
Limitations of Internet Ⅰ ... 133
The Internet Proiect ... 135
Advanced Network Infrastructure ... 135
New Networking Capabilities ... 135
Middleware ... 136
Advanced Applications ... 136
The Larger Internet Ⅱ Thchnology Environment ... 137
Fiber Optics and the Bandwidth Explosion ... 137
Wireless Web and 3G Thchnologies ... 139
Insigbt on Business : Enkido- A View of the Future of Networks ... 141
Wireless LANs ... 142
Internet Appliances : The Changing Client Computer ... 143
Benefits of Intemet Ⅱ Technologies ... 144
IP Multicasting ... 144
Latency Solutions ... 144
Guaranteed Service Levels ... 144
Lower Error Rates ... 145
Declining Costs ... 145
3.4 The World Wide Web ... 146
Development of the Web ... 146
Hypertext ... 147
Markup Languages ... 148
SGML ... 148
HTML ... 149
XML ... 150
Web Servers and Clients ... 152
Web Browsers ... 154
3.5 The Internet and the Web : Features ... 154
E-mail ... 154
Search Engines ... 155
Intelligent Agents(Bots) ... 157
Instant Messaging ... 157
Chat ... 158
Music, Video, and Other Standard Files ... 159
Streaming Media ... 159
Cookies ... 159
Insight on Technology : ChatterBots at Work ... 160
Internet Ⅱ and E-commerce : Emerging Features and Serices ... 161
Internet Telephony ... 161
Digital Libraries ... 162
Distributed Storage ... 162
Distance Learning ... 164
Digital Video ... 164
Video Teleconferencing ... 164
Tele-immersion ... 164
M-commerce Applications ... 164
3.6 Case Study Into Networks ... 166
3.7 Review ... 168
Key Concepts ... 168
Questions ... 172
Projects ... 173
Web Site Resources ... 175
4 BUILDING AN E-COMMERCE WEB SITE ... 176
Learning Objectives ... 176
Loudcloud : What Is 100% Uptime Worth? ... 177
4.1 Building an E-commerce Web Site : A Systematic Approach ... 179
Pieces of the Site-Building Puzzle ... 179
Planning : The Systems Development Life Cycle ... 180
Systems Analysis : Identify Business Objectives, Systems Functionality, and Information Requirements ... 181
System Design : Hardware and Software Platforms ... 181
Building the System : In-House vs. Outsourcing ... 184
Build Your Own vs. Outsourcing ... 184
Host Your Own vs. Outsourcing ... 186
Testing the System ... 187
Implementation and Maintenance ... 187
Insight on Technology : What Boo Did Wrong ... 189
4.2 Choosing Serer Software ... 188
Simple vs. Multi-tiered Web Site Architecture ... 190
Web Server Soware ... 192
Site Management Tools ... 193
Dynamic Page Generation Tools ... 194
Application Servers ... 196
E-commerce Merchant Server Functionality ... 197
Online Catalog ... 197
Shopping Cart ... 198
Credit-Card Processing ... 198
Merchant Server Software packages(E-commerce Suites) ... 198
Choosing an E-commerce Suite ... 198
Building Your Own E-Commerce Software ... 200
Insight on Business : Small Town Doesn't Mean Small BusinessAnymore ... 201
4.3 Choosing the Hardware for an E-commerce Site ... 202
Right-sizing Your Hardware Platform : The Demand Side ... 202
Right-Sizing Your Hardware Platform : The Supply Side ... 207
4.4 Other E-commerce Site Tools ... 211
Web Site Design : Business Considerations ... 211
Tools for Interactivity and Active Content ... 211
CGI ... 212
Java, Java Server Pages(JSP) and JavaScript ... 213
ActiveX and VBScript ... 214
ColdFusion ... 214
Personalization Thols ... 214
The Information Policy Set ... 215
Insight on Social Issues : Web Site Accessibility for the Physically Challenged ... 216
4.5 Case Study REI - A Homegrown Success Story ... 218
4.6 Review ... 222
Key Concepts ... 222
Questions ... 225
Projects ... 226
Web Site Resources ... 227
5 SECURTY AND ENCRYPTION ... 228
Learning Objectives ... 228
The Merchant Pays ... 229
5.1 The E-commerce Security Environment ... 231
The Scope of the Problem ... 231
What Is Good E-commerce security? ... 233
Dimensions of E-commerce Security ... 234
The Tension Between Serurity and Other Values ... 236
Ease of Use ... 236
Public Safety and the Criminal Uses of Security ... 236
5.2 Security Threats in the E-commerce Environment ... 237
Malicious Code ... 238
Hacking and Cybervandalism ... 241
Credit Card Fraud ... 243
Insight on Social Issues : E-Sigatures - Bane or Boon to E-Commerce? ... 244
Spoofing ... 245
Denial of Service(DoS) Attacks ... 245
Sniffing ... 246
Insider Jobs ... 246
5.3 Technology Solutions ... 247
Protecting Internet Communications ... 247
Encryption ... 248
Symmetric Key Encryption ... 248
Public Key Encryption ... 250
Public Key Encryption Using Digital Signatures and Hash Digests ... 250
Digital Envelopes ... 253
Digital Cerificates and Public Key Infrastructure(PKI) ... 254
Limitations to Encryption Solutions ... 256
Securing Channels of Communication ... 257
Insight on Technology : Everlasting Security? ... 258
Secure Sockets Layer(SSL) ... 257
S-HTTP ... 260
Virtual Private Networks(VPN) ... 260
Protecting Networks ... 261
Firewalls ... 261
Proxy Servers ... 261
Protecting Servers and Clients ... 263
Operating System Controls ... 263
Anti- Virus Software ... 263
5.4 Policies, Procedures, and Laws ... 263
A Security Plan : Management Policies ... 264
CERT ... 266
The Role of Laws and Public Policy ... 268
Insight on Business : Tiger Teams - Hiring Hackers to Locate Threats ... 267
Government Policies and Controls on Encryption Software ... 269
5.5 Case Study Verisign - The Web's Security Blanket ... 271
5.6 Review ... 274
Key Concepts ... 274
Questions ... 278
Projects ... 279
Web Site Resources ... 279
6 E-COMMERCE PAYMENT SYSTEMS ... 280
Learning Objectives ... 280
PayPal : The Money's in the E-mail ... 281
6.1 Payment Systems ... 283
Types of Payment Systems ... 283
Cash ... 283
Checking Transfer ... 284
Credit Card ... 286
Stored Value ... 286
Accumulating Balance ... 287
Overview of Current E-commerce Payment Systems ... 289
Current Online Payment Systems ... 289
6.2 Credit Card E-commerce Transactions ... 291
How an Online Credit Card Transaction Works ... 291
Credit Card E-commerce Enablers ... 292
Limitations of Online Credit Card Payment Systems ... 293
SET : Secure Electronic Transaction Protocol ... 293
Insight on Society - The Right to Shop ... 294
6.3 E-commerce Digital Payment Systems in the B2C Arena ... 296
Digital Wallets ... 296
Digital Cash ... 302
Online Stored Value Systems ... 304
Smart Cards as Stored Value Systems ... 306
Insight on Business - Rocketcash.com ... 307
Digital Accumulating Balance Payment Systems ... 308
Digital Credit Card Payment Systems ... 309
Digital Checking Payment Systems ... 311
Digital Payment Systems and the Wireless Web ... 313
Insight on Technology : Do You Take Wireless? ... 315
6.4 B2B Payment Systems ... 314
Electronic Billing Presentment and Payment ... 317
Market Size and Growth ... 319
Types of EBPP Systems ... 319
6.5 Case Study CheckFree - On Top of Electronic Billing for Now ... 322
6.6 Review ... 325
Key Concepts ... 325
Questions ... 327
Projects ... 328
Web Site Resources ... 329
Part 3 Business Concepts and Social Issues
7 E-COMMERCE MARKETING CONCEPTS ... 332
Learning Objectives ... 332
MyPoints.com : Loyalty and Brands ... 333
7.1 Consumers Online : The Internet Audience and Consumer Behavior ... 335
The Internet Audience ... 335
Internet Thaffic Patterns : The Online Consumer Profile ... 335
Intensity of Usage ... 336
Scope of Use ... 336
Demographics and Access ... 337
Ethnicity ... 339
Education ... 339
Gender ... 339
Lifestyle Impacts ... 340
Media Choices ... 340
Consumer Behavior Models ... 340
Psychographic Profiles of Online Consumers ... 343
The Purchasing Decision ... 343
A Model of Online Consumer Behavior ... 343
Shoppers : Browsers and Buyers ... 348
What Consumers Shop for and Buy Online ... 350
Intentional Acts : How Shoppers Find Vendors Online ... 351
Why More People Don't Shop Online ... 352
7.2 Basic Marketing Concept ... 352
Feature Sets ... 354
Products, Brands, and the Branding Process ... 354
Segmenting, Targeting, and Positioning ... 357
Are Brands Rational? ... 357
Do Brands Last Forever? ... 357
Can Brands Survive the Internet? ... 357
7.3 Internet Marketing Technologies ... 360
The Revolution in Internet Marketing Technologies ... 360
Web Transaction Logs ... 360
Supplementing the Logs : Cookies and Web Bugs ... 364
A Typical Netscape Cookie File ... 364
Insight on Society : Should Web Bugs Be Illegal? ... 366
Databases, Data Warehouses, and Data Mining : Developing Profiles ... 368
Databases ... 368
Data Warehouses and Data Mining ... 368
Advertising Networks ... 371
Insight on Technology : Collaborative Filtering ... 372
Customer Relationship Management(CRM) Systems ... 374
7.4 B2C and B2B E-commerce Marketing and Branding Strategies ... 377
Market Entry Strategies ... 377
Establishing the Customer Relationship ... 379
Permission Marketing ... 379
Affiliate Marketing ... 380
Viral Marketing ... 381
Leveraging Brands ... 382
Customer Retention : Strengthening the Customer Relationship ... 383
Personalization and One-to-One Marketing ... 383
Customization and Customer Co-Production ... 385
Transactive Content ... 386
Customer Service ... 386
Net Pricing Strategies ... 388
It's Free! ... 390
Versioning ... 391
Bundling ... 391
Dynamic Pricing ... 393
Channel Strategies : Managing Channel Conflict ... 394
7.5 Online Market Research : Knowing Your Customer ... 395
Primary Research ... 395
Insight on Business : Zoomerang.com ... 397
Secondary Research ... 398
7.6 Case Study America Online ... 400
7.7 Review ... 404
Key Concepts ... 404
Questions ... 407
Projects ... 408
Web Site Resources ... 409
8 E-COMMERCE MARKETING COMMUNICATIONS ... 410
Learning Objectives ... 410
NextCard-Effective Impressions ... 417
8.1 Online Marketing Communications ... 413
Online Advertising ... 413
Banner and Rich Media Ads ... 416
Paid Search Engine Inclusion and Placement ... 419
Sponsorships ... 422
Affiliate Relationships ... 422
Direct E-mail Marketing ... 422
Insight on Society : Targeting Children ... 423
Online Catalogs ... 424
Public Relations ... 425
Mixing Offline and Online Marketing Communications ... 426
Insight on Business : Tiffany & Co. ... 428
8.2 Understanding the Costs and Benefits of Online Marketing Communications ... 427
Online Marketing Metrics : Lexicon ... 427
Does Online Advertising Work? ... 432
The Costs of Online Advertising ... 433
Software for Measuring Online Marketing Results ... 436
Insight on Technology : WebSideStory ... 437
8.3 The Web Site as a Marketing Communications Tool ... 438
Domain Names ... 438
Search Engine Optimization ... 438
Web Site Functionality ... 441
8.4 Case Study Ad Bombs, Ambush Marketing, and Other Invasive Marketing Techniques Grow on the Internet ... 443
8.5 Review ... 447
Key Concepts ... 447
Questions ... 449
Projects ... 450
Web Site Resources ... 451
9 ETHICAL, SOCIAL, AND POLITICAL ISSUES IN E-COMMERCE ... 452
Learning Objectives ... 452
Hacker to the Slammer - Piracy and Free Speech ... 453
9.1 Understanding Ethical, Social, and Political Issues in E-commerce ... 455
A Model For Organizing the Issues ... 456
Basic Ethical Concepts : Responsibility, Accountability, and Liability ... 459
Analyzing Ethical Dilemmas ... 460
Candidate Ethical Principles ... 461
9.2 Privacy and Information Rights ... 462
Information Collected at E-commerce Sites ... 463
Profiling : Privacy and Advertising Networks ... 463
The Concept of Privacy ... 467
Infonned Consent ... 468
Legal Protections ... 470
Statutory and Regulatory Protections of Online Privacy ... 470
Private Industry Self-Regulation ... 474
The European Directive on Data Protection ... 476
Insight on Business : Chief Privacy Oifficers - New Execs on the Job ... 478
Privacy Advocacy Groups ... 479
Technological Solutions to Privacy Invasion on the Web ... 480
Insight on Technology : Tug of War ... 482
9.3 Intellectual Property Rights ... 481
Types of Intellectual Property Protection ... 483
Copyright : The Problem of Perfect Copies and Encryption ... 484
Look and Feel ... 485
The Fair Use Doctrine ... 485
The Digital Millennium Copyright Act of 1998 ... 486
Patents : Business Methods and Processes ... 488
E-commerce Patents ... 490
"Business Methods" Patents ... 490
Trademarks : Online Infringement and Dilution ... 493
Trademarks and the Internet ... 493
Cybersquatting ... 494
Cyberpiracy ... 495
Metatagging ... 496
Keywording ... 497
Linking ... 497
Framing ... 498
E-commerce Ⅱ : Balancing the Protection of Property with Other Values ... 498
9.4 Governance ... 499
Who Governs E-commerce and the Internet? ... 498
Can the Internet Be Controlled? ... 500
Public Government and Law ... 501
Taxation ... 501
9.5 Public Safety and Welfare ... 504
Protecting Children ... 504
Gambling, Cigarettes, and Drugs : Is the Web Really Borderless? ... 506
Equity and the Digital Divide ... 507
Insight on Society : Cot Orders Viagro - the Internet Drug Bazaar ... 508
9.6 Case Study There's a Hailstorm in Your Future ... 510
9.7 Review ... 515
Key Concepts ... 515
Questions ... 519
Projects ... 520
Web Site Resources ... 521
Part 4 E-Commerce in Action
10 RETAILING ON THE WEB
Learning Objectives ... 524
Wal-Mart Moves Online ... 525
10.1 The Retail Sector ... 527
The Retail Industry ... 528
Online Retailing ... 531
E-commerce Ⅰ : The Vision ... 531
E-commerce Ⅱ : The Online Retail Sector Tbday ... 532
Insight on Business : eVineyard Is a Survivor - for Now ... 536
10.2 Analyzing the Viability of Online Firms ... 535
Strategic Analysis ... 537
Financial Analysis ... 538
10.3 E-commerce in Action : E-tailing Business Models ... 540
Virtual Merchants ... 541
General Merchandiser : Buy.com ... 541
Niche Merchandiser : Ashford.com ... 545
Clicks and Mortar ... 549
JCPenney.com ... 550
Catalog Merchants ... 553
Landsend. com ... 553
Insight on Society : Internet Taxation ... 558
Online Malls ... 559
Fashionmall.com ... 560
Manufacturer-Direct ... 563
Dell. com ... 565
10.4 Some Common Themes in E-commerce Ⅱ Online Retailing ... 568
Insight on Technology : Predictive Modeling Builds on CRM ... 571
10.5 Case Study L.L. Bean - Webward Bound ... 573
10.6 Review ... 576
Key Concepts ... 576
Questions ... 530
Projects ... 580
Web Site Resources ... 581
11 ONUNE SERVICE INDUSTRIES ... 582
Learning Objectives ... 582
One by Net, Two by Land - NetBank Expands ... 583
11.1 The Service Sector : Offline and Online ... 585
What Are Services? ... 587
Categorizing the Service Industries ... 588
Knowledge and Information Intensity ... 588
Personalization and Customization ... 588
11.2 Online Financial Services ... 589
Online Asset Growth ... 589
Online Financial Consumer Behavior ... 589
Financial Services Industry Trends ... 592
Online Banking and Brokerage ... 595
Multichannel vs. Pure Online Financial Services Firms ... 595
Customer Acquisition, Conversion, and Retention ... 597
E-commerce in Action : E*Trade.com ... 597
Financial Portals : Comparison
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