電子商務(wù)管理視角-CH02電子市場(chǎng)結(jié)構(gòu)、機(jī)制、經(jīng)濟(jì)和影響課件

Chapter2E-Marketplaces:Structures,Mechanisms,Economics,andImpacts電子市場(chǎng)：結(jié)構(gòu)、機(jī)制、經(jīng)濟(jì)和影響1Chapter2E-Marketplaces:StrucLearningObjectivesDefinee-marketplacesandlisttheircomponents.Listthemajortypesofe-marketplacesanddescribetheirfeatures.DescribethevarioustypesofECintermediariesandtheirroles.Describeelectroniccatalogs,shoppingcarts,andsearchengines.Describethemajortypesofauctionsandlisttheircharacteristics.2LearningObjectivesDefinee-maLearningObjectivesDiscussthebenefits,limitations,andimpactsofauctions.Describebarteringandnegotiatingonline.Definem-commerceandexplainitsroleasamarketmechanism.Discusscompetitioninthedigitaleconomy.Describetheimpactofe-marketplacesonorganizationsandindustries.3LearningObjectivesDiscussthe2.1E-Marketplacese-marketplace Anonlinemarket,usuallyB2B,inwhichbuyersandsellersexchangegoodsorservices;

thethreetypesof e-marketplacesareprivate,public,andconsortia42.1E-Marketplacese-marketplac2.1E-Marketplaces52.1E-Marketplaces52.1E-Marketplaces1marketspace Amarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices)butdosoelectronically62.1E-Marketplaces1marketspac2.1E-MarketplacesCustomersSellersProductsandservicesdigitalproducts GoodsthatcanbetransformedtodigitalformatanddeliveredovertheInternetInfrastructurerFrontendBackendIntermediaries ThirdpartiesthatoperatesbetweensellersandbuyersOtherbusinesspartnersSupportservices2E-MarketplaceComponentsandParticipants72.1E-MarketplacesCustomersFro2.1E-Marketplacesfrontend Theportionofane-seller’sbusinessprocessesthroughwhichcustomersinteract,includingtheseller’sportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgatewaybackend Theactivitiesthatsupportonlineorderfulfillment,inventorymanagement,purchasingfromsuppliers,paymentprocessing,packaging,anddelivery82.1E-Marketplacesfrontend82.2TypesofE-Marketplaces:

FromStorefrontstoPortals1storefront Asinglecompany’sWebsitewhereproductsorservicesaresold2e-mall(onlinemall) AnonlineshoppingcenterwheremanyonlinestoresarelocatedVisualizationandvirtualrealtyinshoppingmalls92.2TypesofE-Marketplaces:

2.2TypesofE-Marketplaces:

FromStorefrontstoPortals3TypesofStoresandMallsGeneralstores/mallsSpecializedstores/mallsRegionalversusglobalstoresPure-playonlineorganizationsversusclick-and-mortarstores102.2TypesofE-Marketplaces:

2.2電子市場(chǎng)類型112.2電子市場(chǎng)類型112.2TypesofE-Marketplaces:

FromStorefrontstoPortals4TypesofE-Marketplacesprivatee-marketplaces

Onlinemarketsownedbyasinglecompany;maybeeithersell-sideand/orbuy-sidee-marketplacessell-sidee-marketplace Aprivatee-marketplaceinwhichonecompanysellseitherstandardand/orcustomizedproductstoqualifiedcompaniesbuy-sidee-marketplace Aprivatee-marketplaceinwhichonecompanymakespurchasesfrominvitedsuppliers122.2TypesofE-Marketplaces:

2.2TypesofE-Marketplaces:

FromStorefrontstoPortals4TypesofE-Marketplacespublice-marketplaces B2Bmarketplaces,usuallyownedand/ormanagedbyanindependentthirdparty,thatincludemanysellersandmanybuyers;alsoknownasexchanges132.2TypesofE-Marketplaces:

2.2TypesofE-Marketplaces:

FromStorefrontstoPortalsAsinglepointofaccessthroughaWebbrowsertobusinessinformationinsideand/oroutsideanorganizationTypesofPortalsCommercial(public)CorporatePublishingPersonalMobileVoiceKnowledge5informationportal142.2TypesofE-Marketplaces:

2.2電子市場(chǎng)類型152.2電子市場(chǎng)類型152.3Transactions,Intermediation,

andProcessinE-Commerce1Sellers,Buyers,andTransactionsAseller(retailer,wholesaler,ormanufacturer)sellstocustomersThesellerbuysfromsuppliers:eitherrawmaterial(asamanufacturer)orfinishedgoods(asaretailer)162.3Transactions,Intermediati2.3電子商務(wù)業(yè)務(wù)、流程與中介172.3電子商務(wù)業(yè)務(wù)、流程與中介172.3Transactions,Intermediation,

andProcessinE-Commerce2TheRolesandValueofIntermediariesinE-marketplacesinfomediaries Electronicintermediariesthatprovideand/orcontrolinformationflowincyberspace,oftenaggregatinginformationandsellingittoothers182.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-CommerceAbroker

isacompanythatfacilitatestransactionsbetweenbuyersandsellersTypesofbrokersBuy/sellfulfillmentVirtualmallMetamediaryBountySearchagentShoppingfacilitator192.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-CommerceIntermediariescanaddressthefollowingfiveimportantlimitationsofdirectinteraction:SearchcostsLackofprivacyIncompleteinformationContractriskPricinginefficiencies202.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-Commercee-distributor Ane-commerceintermediarythatconnectsmanufacturerswithbusinessbuyers(customers)byaggregatingthecatalogsofmanymanufacturersinoneplace—theintermediary’sWebsite212.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-Commerce3Disintermediationnreintermediationdisintermediation Eliminationofintermediariesbetweensellersandbuyersreintermediation Establishmentofnewintermediaryrolesfortraditionalintermediariesthathavebeendisintermediated,orfornewcomers222.3Transactions,Intermediati2.3電子商務(wù)業(yè)務(wù)、流程與中介232.3電子商務(wù)業(yè)務(wù)、流程與中介232.4ElectronicCatalogs

andOtherMarketMechanisms1electroniccatalogs

Thepresentationofproductinformationinanelectronicform;thebackboneofmoste-sellingsitesThreedimensionsofelectroniccatalogs:ThedynamicsoftheinformationpresentationThedegreeofcustomizationIntegrationwithbusinessprocesses242.4ElectronicCatalogs

andO2.4電子目錄與其他市場(chǎng)機(jī)制252.4電子目錄與其他市場(chǎng)機(jī)制252.4ElectronicCatalogs

andOtherMarketMechanisms2-1searchengine AcomputerprogramthatcanaccessdatabasesofInternetresources,searchforspecificinformationorkeywords,andreporttheresults2-2software(intelligent)agent Softwarethatcanperformroutinetasksthatrequireintelligence262.4ElectronicCatalogs

andO2.4ElectronicCatalogs

andOtherMarketMechanisms3electronicshoppingcart Anorder-processingtechnologythatallowscustomerstoaccumulateitemstheywishtobuywhiletheycontinuetoshop272.4ElectronicCatalogs

andO2.5AuctionsasECMarketMechanisms1auction Acompetitiveprocessinwhichasellersolicitsconsecutivebidsfrombuyers(forwardauctions)orabuyersolicitsbidsfromsellers(backwardauctions).Pricesaredetermineddynamicallybythebids282.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms2TraditionalAuctionsversus E-AuctionsLimitationsoftraditionalofflineauctionsrapidprocessgivespotentialbuyerslittletimetomakeadecisionelectronicauction(e-auction) Auctionsconductedonline3dynamicpricing Pricesthatchangebasedonsupplyanddemandrelationshipsatanygiventime292.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanismsTypesofAuctions(1)Onebuyer,oneseller(2)Oneseller,manypotentialbuyersforwardauction Anauctioninwhichasellerentertainsbidsfrombuyers.Biddersincreasepricesequentially302.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms(3)Onebuyer,manypotentialsellersreverseauction(biddingortenderingsystem) Auctioninwhichthebuyerplacesanitemforbid(tender)onarequestforquote(RFQ)system,potentialsuppliersbidonthejob,withthepricereducingsequentially,andthelowestbidwins;primarilyaB2BorG2Bmechanism“name-your-own-price”model Auctionmodelinwhichawould-bebuyerspecifiestheprice(andotherterms)heorsheiswillingtopaytoanywillingandableseller.ItisaC2BmodelthatwaspioneeredbyP312.5AuctionsasECMarketMech2.5作為電子市場(chǎng)機(jī)制的拍賣322.5作為電子市場(chǎng)機(jī)制的拍賣322.5AuctionsasECMarketMechanisms(4)Manysellers,manybuyersdoubleauction Auctionsinwhichmultiplebuyersandtheirbiddingpricesarematchedwithmultiplesellersandtheiraskingprices,consideringthequantitiesonbothsides332.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms4-1BenefitsofE-AuctionsBenefitstoSellersBenefitstoBuyersBenefitstoE-Auctioneers4-2LimitationsofE-AuctionsMinimalsecurityPossibilityoffraudLimitedparticipation342.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms4-3ImpactsofAuctionsAuctionsasacoordinationmechanismAuctionsasasocialmechanismtodetermineapriceAuctionsasahighlyvisibledistributionmechanismAuctionsasanECcomponent352.5AuctionsasECMarketMech2.6BarteringandNegotiatingOnline1OnlineBarteringbartering Theexchangeofgoodsorservicese-bartering(electronicbartering) Barteringconductedonline,usuallyinabarteringexchangebarteringexchange Amarketplaceinwhichanintermediaryarrangesbartertransactions362.6BarteringandNegotiating2.6BarteringandNegotiatingOnline2OnlineNegotiatingNegotiatedpricingcommonlyisusedforexpensiveorspecializedproductsNegotiatedpricesalsoarepopularwhenlargequantitiesarepurchasedMuchlikeauctions,negotiatedpricesresultfrominteractionsandbargainingamongsellersandbuyers372.6BarteringandNegotiating2.7E-CommerceintheWirelessEnvironmentmobilecomputing Useofportabledevices,includingsmartcellphones,usuallyinawirelessenvironment.Itpermitsreal-timeaccesstoinformation,applications,andtoolsthat,untilrecently,wereaccessibleonlyfromadesktopcomputer382.7E-CommerceintheWirelessmobilecommerce(m-commerce) E-commerceconductedviawirelessdevicesm-business Thebroadestdefinitionofm-commerce,inwhiche-businessisconductedinawirelessenvironment2.7E-CommerceintheWirelessEnvironment39mobilecommerce(m-commerce)2.1TheMobilityRevolutionOrganizationsareembracingmobilizedcomputingtechnologiesforseveralreasons:ImprovedproductivityofworkersinthefieldWirelesstelecomsupportformobilityisgrowingquicklyMoreapplicationscanrunbothonlineandofflineThepricesofnotebookcomputers,wirelesshandhelds,andsmartphonescontinuetofallastheircapabilitiesincrease2.7E-CommerceintheWirelessEnvironment401TheMobilityRevolution2.7E2ThePromiseofM-Commercelocation-basedcommerce(LBC) Anm-commerceapplicationtargetedtoacustomerwhoselocation,preferences,andneedsareknowninrealtimeM-CommerceAdoptionAlthoughtherearecurrentlymanyhurdlestothewidespreadadoptionofm-commerce,manycompaniesarealreadyshiftingtheirstrategytothemobileworld2.7E-CommerceintheWirelessEnvironment412ThePromiseofM-Commerce2.71Internetecosystem ThebusinessmodeloftheInterneteconomy2.8CompetitionintheDigitalEconomy

andItsImpactonIndustries421Internetecosystem2.8Compet2.8CompetitionintheDigitalEconomy

andItsImpactonIndustriesLowersearchcostsforbuyersSpeedycomparisonsLowerpricesCustomerserviceBarrierstoentryarereducedVirtualpartnershipsmultiplyMarketnichesaboundDifferentiationandpersonalization（1）CompetitiveFactors—OnlineTransactionsAllow:432.8CompetitionintheDigitaldifferentiation Providingaproductorservicethatisuniquepersonalization Theabilitytotailoraproduct,service,orWebcontenttospecificuserpreferences2.8CompetitionintheDigitalEconomy

andItsImpactonIndustries44differentiation2.8Competition(2)Porter’sCompetitiveAnalysisinanIndustrycompetitiveforcesmodel ModeldevisedbyPorterthatsaysthatfivemajorforcesofcompetitiondetermineindustrystructureandhoweconomicvalueisdividedamongtheindustryplayersinanindustry;analysisoftheseforceshelpscompaniesdeveloptheircompetitivestrategy2.8CompetitionintheDigitalEconomy

andItsImpactonIndustries45(2)Porter’sCompetitiveAnaly2ImpactonWholeIndustriesPatientself-careisgrowingrapidlyTheamountoffreemedicalinformationisexplodingPatientempowermentisgainingimportanceIncreasingelectronicinteractionamongpatients,hospitals,pharmacies,etc.2.8CompetitionintheDigitalEconomy

andItsImpactonIndustries462ImpactonWholeIndustries2.2ImpactonWholeIndustriesIncreasingdigitalhospitalandotherhealth-carefacilitiesDatacollectedaboutpatientsisgrowinginamountandqualityEasyandsharedaccesstopatientdataEldercareandspecialtypesofcareareimprovingsignificantlyduetowirelesssystemsIncreasingneedtoprotectpatientprivacyandcontaincost2.8CompetitionintheDigitalEconomy

andItsImpactonIndustries472ImpactonWholeIndustries2.2.9

ImpactsofECon

BusinessProcessesandOrganizations482.9ImpactsofECon

Business1Impactsofe-marketplacesonB2Cdirectmarketing:ProductpromotionNewsaleschannelDirectsavingsReducedcycletimeImprovedcustomerserviceBrandorcorporateimageCustomizationAdvertisingOrderingsystemsMarketoperationsAccessibility2.9

ImpactsofECon

BusinessProcessesandOrganizations491Impactsofe-marketplaceson2TransformingOrganizationsTechnologyandorganizationallearningThechangingnatureofwork3RedefiningOrganizations1）Newandimprovedproductcapabilities2）Newindustryorderandbusinessmodels3）Improvingthesupplychain2.9

ImpactsofECon

BusinessProcessesandOrganizations502TransformingOrganizations2.515152524）ImpactsonmanufacturingBuild-to-OrderManufacturingbuild-to-order(pullsystem) Amanufacturingprocessthatstartswithanorder(usuallycustomized).Oncetheorderispaidfor,thevendorstartstofulfillitReal-TimeDemand-DrivenManufacturingVirtualManufacturingAssemblyLines5）ImpactsonFinanceandAccounting6）ImpactonHumanResourcesManagementandTraining2.9

ImpactsofECon

BusinessProcessesandOrganizations534）Impactsonmanufacturing2.9ManagerialIssuesWhataboutintermediaries?Shouldweauction?Shouldwebarter?Whatm-commerceopportunitiesareavailable?Howdowecompeteinthedigitaleconomy?Whatorganizationalchangeswillbeneeded?54ManagerialIssuesWhataboutinChapter2E-Marketplaces:Structures,Mechanisms,Economics,andImpacts電子市場(chǎng)：結(jié)構(gòu)、機(jī)制、經(jīng)濟(jì)和影響55Chapter2E-Marketplaces:StrucLearningObjectivesDefinee-marketplacesandlisttheircomponents.Listthemajortypesofe-marketplacesanddescribetheirfeatures.DescribethevarioustypesofECintermediariesandtheirroles.Describeelectroniccatalogs,shoppingcarts,andsearchengines.Describethemajortypesofauctionsandlisttheircharacteristics.56LearningObjectivesDefinee-maLearningObjectivesDiscussthebenefits,limitations,andimpactsofauctions.Describebarteringandnegotiatingonline.Definem-commerceandexplainitsroleasamarketmechanism.Discusscompetitioninthedigitaleconomy.Describetheimpactofe-marketplacesonorganizationsandindustries.57LearningObjectivesDiscussthe2.1E-Marketplacese-marketplace Anonlinemarket,usuallyB2B,inwhichbuyersandsellersexchangegoodsorservices;

thethreetypesof e-marketplacesareprivate,public,andconsortia582.1E-Marketplacese-marketplac2.1E-Marketplaces592.1E-Marketplaces52.1E-Marketplaces1marketspace Amarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices)butdosoelectronically602.1E-Marketplaces1marketspac2.1E-MarketplacesCustomersSellersProductsandservicesdigitalproducts GoodsthatcanbetransformedtodigitalformatanddeliveredovertheInternetInfrastructurerFrontendBackendIntermediaries ThirdpartiesthatoperatesbetweensellersandbuyersOtherbusinesspartnersSupportservices2E-MarketplaceComponentsandParticipants612.1E-MarketplacesCustomersFro2.1E-Marketplacesfrontend Theportionofane-seller’sbusinessprocessesthroughwhichcustomersinteract,includingtheseller’sportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgatewaybackend Theactivitiesthatsupportonlineorderfulfillment,inventorymanagement,purchasingfromsuppliers,paymentprocessing,packaging,anddelivery622.1E-Marketplacesfrontend82.2TypesofE-Marketplaces:

FromStorefrontstoPortals1storefront Asinglecompany’sWebsitewhereproductsorservicesaresold2e-mall(onlinemall) AnonlineshoppingcenterwheremanyonlinestoresarelocatedVisualizationandvirtualrealtyinshoppingmalls632.2TypesofE-Marketplaces:

2.2TypesofE-Marketplaces:

FromStorefrontstoPortals3TypesofStoresandMallsGeneralstores/mallsSpecializedstores/mallsRegionalversusglobalstoresPure-playonlineorganizationsversusclick-and-mortarstores642.2TypesofE-Marketplaces:

2.2電子市場(chǎng)類型652.2電子市場(chǎng)類型112.2TypesofE-Marketplaces:

FromStorefrontstoPortals4TypesofE-Marketplacesprivatee-marketplaces

Onlinemarketsownedbyasinglecompany;maybeeithersell-sideand/orbuy-sidee-marketplacessell-sidee-marketplace Aprivatee-marketplaceinwhichonecompanysellseitherstandardand/orcustomizedproductstoqualifiedcompaniesbuy-sidee-marketplace Aprivatee-marketplaceinwhichonecompanymakespurchasesfrominvitedsuppliers662.2TypesofE-Marketplaces:

2.2TypesofE-Marketplaces:

FromStorefrontstoPortals4TypesofE-Marketplacespublice-marketplaces B2Bmarketplaces,usuallyownedand/ormanagedbyanindependentthirdparty,thatincludemanysellersandmanybuyers;alsoknownasexchanges672.2TypesofE-Marketplaces:

2.2TypesofE-Marketplaces:

FromStorefrontstoPortalsAsinglepointofaccessthroughaWebbrowsertobusinessinformationinsideand/oroutsideanorganizationTypesofPortalsCommercial(public)CorporatePublishingPersonalMobileVoiceKnowledge5informationportal682.2TypesofE-Marketplaces:

2.2電子市場(chǎng)類型692.2電子市場(chǎng)類型152.3Transactions,Intermediation,

andProcessinE-Commerce1Sellers,Buyers,andTransactionsAseller(retailer,wholesaler,ormanufacturer)sellstocustomersThesellerbuysfromsuppliers:eitherrawmaterial(asamanufacturer)orfinishedgoods(asaretailer)702.3Transactions,Intermediati2.3電子商務(wù)業(yè)務(wù)、流程與中介712.3電子商務(wù)業(yè)務(wù)、流程與中介172.3Transactions,Intermediation,

andProcessinE-Commerce2TheRolesandValueofIntermediariesinE-marketplacesinfomediaries Electronicintermediariesthatprovideand/orcontrolinformationflowincyberspace,oftenaggregatinginformationandsellingittoothers722.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-CommerceAbroker

isacompanythatfacilitatestransactionsbetweenbuyersandsellersTypesofbrokersBuy/sellfulfillmentVirtualmallMetamediaryBountySearchagentShoppingfacilitator732.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-CommerceIntermediariescanaddressthefollowingfiveimportantlimitationsofdirectinteraction:SearchcostsLackofprivacyIncompleteinformationContractriskPricinginefficiencies742.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-Commercee-distributor Ane-commerceintermediarythatconnectsmanufacturerswithbusinessbuyers(customers)byaggregatingthecatalogsofmanymanufacturersinoneplace—theintermediary’sWebsite752.3Transactions,Intermediati2.3Transactions,Intermediation,

andProcessinE-Commerce3Disintermediationnreintermediationdisintermediation Eliminationofintermediariesbetweensellersandbuyersreintermediation Establishmentofnewintermediaryrolesfortraditionalintermediariesthathavebeendisintermediated,orfornewcomers762.3Transactions,Intermediati2.3電子商務(wù)業(yè)務(wù)、流程與中介772.3電子商務(wù)業(yè)務(wù)、流程與中介232.4ElectronicCatalogs

andOtherMarketMechanisms1electroniccatalogs

Thepresentationofproductinformationinanelectronicform;thebackboneofmoste-sellingsitesThreedimensionsofelectroniccatalogs:ThedynamicsoftheinformationpresentationThedegreeofcustomizationIntegrationwithbusinessprocesses782.4ElectronicCatalogs

andO2.4電子目錄與其他市場(chǎng)機(jī)制792.4電子目錄與其他市場(chǎng)機(jī)制252.4ElectronicCatalogs

andOtherMarketMechanisms2-1searchengine AcomputerprogramthatcanaccessdatabasesofInternetresources,searchforspecificinformationorkeywords,andreporttheresults2-2software(intelligent)agent Softwarethatcanperformroutinetasksthatrequireintelligence802.4ElectronicCatalogs

andO2.4ElectronicCatalogs

andOtherMarketMechanisms3electronicshoppingcart Anorder-processingtechnologythatallowscustomerstoaccumulateitemstheywishtobuywhiletheycontinuetoshop812.4ElectronicCatalogs

andO2.5AuctionsasECMarketMechanisms1auction Acompetitiveprocessinwhichasellersolicitsconsecutivebidsfrombuyers(forwardauctions)orabuyersolicitsbidsfromsellers(backwardauctions).Pricesaredetermineddynamicallybythebids822.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms2TraditionalAuctionsversus E-AuctionsLimitationsoftraditionalofflineauctionsrapidprocessgivespotentialbuyerslittletimetomakeadecisionelectronicauction(e-auction) Auctionsconductedonline3dynamicpricing Pricesthatchangebasedonsupplyanddemandrelationshipsatanygiventime832.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanismsTypesofAuctions(1)Onebuyer,oneseller(2)Oneseller,manypotentialbuyersforwardauction Anauctioninwhichasellerentertainsbidsfrombuyers.Biddersincreasepricesequentially842.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms(3)Onebuyer,manypotentialsellersreverseauction(biddingortenderingsystem) Auctioninwhichthebuyerplacesanitemforbid(tender)onarequestforquote(RFQ)system,potentialsuppliersbidonthejob,withthepricereducingsequentially,andthelowestbidwins;primarilyaB2BorG2Bmechanism“name-your-own-price”model Auctionmodelinwhichawould-bebuyerspecifiestheprice(andotherterms)heorsheiswillingtopaytoanywillingandableseller.ItisaC2BmodelthatwaspioneeredbyP852.5AuctionsasECMarketMech2.5作為電子市場(chǎng)機(jī)制的拍賣862.5作為電子市場(chǎng)機(jī)制的拍賣322.5AuctionsasECMarketMechanisms(4)Manysellers,manybuyersdoubleauction Auctionsinwhichmultiplebuyersandtheirbiddingpricesarematchedwithmultiplesellersandtheiraskingprices,consideringthequantitiesonbothsides872.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms4-1BenefitsofE-AuctionsBenefitstoSellersBenefitstoBuyersBenefitstoE-Auctioneers4-2LimitationsofE-AuctionsMinimalsecurityPossibilityoffraudLimitedparticipation882.5AuctionsasECMarketMech2.5AuctionsasECMarketMechanisms4-3ImpactsofAuctionsAuctionsasacoordinationmechanismAuctionsasasocialmechanismtodetermineapriceAuctionsasahighlyvisibledistributionmechanismAuctionsasanECcomponent892.5AuctionsasECMarketMech2.6BarteringandNegotiatingOnline1OnlineBarteringbartering Theexchangeofgoodsorservicese-bartering(electronicbartering) Barteringconductedonline,usuallyinabarteringexchangebarteringexchange Amarketplaceinwhichanintermediaryarrangesbartertransactions902.6BarteringandNegotiating2.6BarteringandNegotiatingOnline2OnlineNegotiatingNegotiatedpricingcommonlyisusedforexpensiveorspecializedproductsNegotiatedpricesalsoarepopularwhenlargequantitiesarepurchasedMuchlikeauctions,negotiatedpricesresultfrominteractionsandbargainingamongsellersandbuyers912.6BarteringandNegotiating2.7E-CommerceintheWirelessEnvironmentmobilecomputing Useofportabledevices,includingsmartcellphones,usuallyinawirelessenvironment.Itpermitsreal-timeaccesstoinformation,applications,andtoolsthat,untilrecently,wereaccessibleonlyfromadesktopcomputer922.7E-CommerceintheWirelessmobilecommerce(m-commerce) E-commerceconductedviawirelessdevicesm-business Thebroadestdefinitionofm-commerce,inwhiche-businessisconductedinawirelessenvironment2.7E-CommerceintheWirelessEnvironment93mobilecommerce(m-commerce)2.1TheMobilityRevolutionOrganizationsareembracingmobilizedcomputingtechnologiesforseveralreasons:ImprovedproductivityofworkersinthefieldWirelesstelecomsupportformobilityisgrowingquicklyMoreapplicationscanrunbothonlineandofflineThepricesofnotebookcomputers,wirelesshandhelds,andsmartphonescontinuetofallastheircapabilitiesincrease2.7E-CommerceintheWirelessEnvironment941TheMobilityRevolution2.7E2ThePromiseofM-Commercelocation-basedcommerce(LBC) Anm-commerceapplicationtargetedtoacustomerwhoselocation,preferences,andneedsareknowninrealtimeM-CommerceAdoptionAlthoughtherearecurrentlymanyhurdlestothewidespreadadoptionofm-commerce,manycompaniesarealreadyshiftingtheirstrategytothemobileworld2.7E-CommerceintheWirelessEnvironment952ThePromiseofM-Commerce2.71Internetecosystem ThebusinessmodeloftheInterneteconomy2.8CompetitionintheDigitalEconomy

andItsImpactonIndustries961Internetecosystem2.8Compet2.8CompetitionintheDigitalEconomy

andItsImpactonIndustriesLowersearchcostsforbuyersSpeedycomparisonsLowerpricesCustomerserviceBarrierstoentryarereducedVirtualpartnershipsmultiplyMarketnichesaboundDifferentiationandpersonalization（1）CompetitiveFactors—OnlineTransactionsAllow:972.8CompetitionintheDigitaldifferentiation Providingaproductorservicethatisuniquepersonalization