Скачать презентацию Chapter 15 The elements of e-Commerce E-Commerce David Скачать презентацию Chapter 15 The elements of e-Commerce E-Commerce David

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Chapter 15: The elements of e-Commerce E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 1 Chapter 15: The elements of e-Commerce E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 1

Elements v The basic elements: § An e-Shop on a Server § User (customer) Elements v The basic elements: § An e-Shop on a Server § User (customer) with a web Browser § An Internet connection v Additional issues: § Visibility § Ease of Use § Order Processing § Online Payments § Security § Delivery Systems § After-Sales E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 2

Elements E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 3 Elements E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 3

e-Visibility v Getting the site noticed and the online customers visiting the store. v e-Visibility v Getting the site noticed and the online customers visiting the store. v Ways of advertising a web presence and getting customers in through the door include: § Site Name § Conventional Advertising § Portals § Malls § Search Engines § Links § Personal Recommendations E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 4

e-Visibility – site name v The surest way of finding a site is the e-Visibility – site name v The surest way of finding a site is the url. v If the url is memorable then the site is made: § amazon. com v A sensible simple site name can be guessed by users: § britishairways. com E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 5

e-Visibility – conventional advertising v An irony of e-Commerce sites is the apparent urge e-Visibility – conventional advertising v An irony of e-Commerce sites is the apparent urge to advertise them through conventional media. v Conventional advertising of Internet addresses has a threefold effect: § It boosts the image of the organisation – it gives an air of modernity and ‘high-tech’; § It lets the customer know that the organisation has Internet facilities; § It can give users access via the url. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 6

e-Visibility – portals v The first page a user sees is the portal. v e-Visibility – portals v The first page a user sees is the portal. v An advert on a popular portal is the web equivalent of a TV advert at half time in the cup final or in a break during the Superbowl – it is seen by millions. v An advert on a popular web search engine is a similar piece of property. v Adverts on the portal can be: § Banners § Little boxes § Menu of services E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 7

e-Visibility – malls v An Internet shopping mall models itself on the American shopping e-Visibility – malls v An Internet shopping mall models itself on the American shopping mall, a lot of shops, under one roof with a pleasant shopping atmosphere. v The intention is to generate interest and thus trade for all the shops. v An Internet mall can provide common services. Possibilities include: § Shared advertising. § Common facilities. § e-Cash. § Common customer files. v The drawback of joining a mall is that, as for any good retail location, the rents can be high. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 8

e-Visibility – search engines v A search engine is a standard way to find e-Visibility – search engines v A search engine is a standard way to find any Internet site and that includes e‑Shops. v Finding a specific e-Commerce site may or may not be easy - a successful e-Shop could do with appearing in that top ten list of hits. v The search engines index the web by: § Manual indexing; § Automatic Indexing (web crawlers). v Crawlers look at: § The tag is a prime target. § The <META> is also checked … and many other aspects of the site and its use, v Also one can ask the search engine to list the site. v Note, the best of the search engines list only about 15% of internet sites. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 9 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="e-Visibility – links v Online adverts on the web are also links to the" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-10.jpg" alt="e-Visibility – links v Online adverts on the web are also links to the" /> e-Visibility – links v Online adverts on the web are also links to the site – hypertext links. v Links are included on a variety of other sites with a variety of deals being done. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 10 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="e-Visibility – personal recommendations v Satisfied customers will bookmark the site, come back to" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-11.jpg" alt="e-Visibility – personal recommendations v Satisfied customers will bookmark the site, come back to" /> e-Visibility – personal recommendations v Satisfied customers will bookmark the site, come back to the site again and recommend it to their friends – possibly the best way of getting business. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 11 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="The e-Shop v e-Shops come in all shapes and sizes. They range from: §" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-12.jpg" alt="The e-Shop v e-Shops come in all shapes and sizes. They range from: §" /> The e-Shop v e-Shops come in all shapes and sizes. They range from: § A few simple web pages for a local craftsman § Complex sites offering services that include online ordering and payment v The full service e-Store needs: an extensive range of facilities; these include: § Company information § Customer registration § Dynamic web pages § Site indexes and search facilities § Online order entry and payment systems § Sophisticated security protection systems § After sales service and support § Feedback systems E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 12 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="The e-Shop – online information v Trust is an issue on the Internet and" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-13.jpg" alt="The e-Shop – online information v Trust is an issue on the Internet and" /> The e-Shop – online information v Trust is an issue on the Internet and it is not an issue that is likely to go away. v Trust can be engendered by: § Brand name and trading record. § A site that gives a professional image. § The inclusion of company information. v All of this does not prove that a site is genuine but it can reassure potential customers. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 13 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="The e-Shop – customer registration v e-Commerce customers have to give their suppliers details" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-14.jpg" alt="The e-Shop – customer registration v e-Commerce customers have to give their suppliers details" /> The e-Shop – customer registration v e-Commerce customers have to give their suppliers details about themselves. It is less information than would be required to open a bank account but more than is normally needed to buy some cornflakes. v Providing this information raises privacy issues: § Will the information be put to other uses? § Will the e-Vendor compile a customer profile? § Is the information secure? v The context in which the e-Commerce vendor asks for this information is also important: § Customer registration prior to using the site § Customer details only when an order is placed. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 14 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="The e-Shop – site navigation ‘if a site is not designed with usability in" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-15.jpg" alt="The e-Shop – site navigation ‘if a site is not designed with usability in" /> The e-Shop – site navigation ‘if a site is not designed with usability in mind, people will be frustrated with the site. People that are frustrated with the site don’t bookmark, don’t buy, don’t revisit, and won’t tell other people about the site. ” (Rhodoes, 1999) v Site navigation is aided by: § A site index; § A site search engine; § Logical sequencing of facilities with clear links to the next stage in any process. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 15 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="The e-Shop – product database v The use of a product database facilitates: §" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-16.jpg" alt="The e-Shop – product database v The use of a product database facilitates: §" /> The e-Shop – product database v The use of a product database facilitates: § Updating of products and their attributes § Common data for e-Shop and back office § … and requires the construction of the web page ‘on the fly’. v Examples are: § The Online Bookshop § The Airline Website (integrated with the airline booking system) E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 16 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="The e-Shop – online orders v The most common analogy is a shopping basket" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-17.jpg" alt="The e-Shop – online orders v The most common analogy is a shopping basket" /> The e-Shop – online orders v The most common analogy is a shopping basket in the UK and a shopping cart in the US. v Tangible goods are (electronically) placed in the basket and checked-out when shopping is complete. v For services, such as an airline booking, the search process is also the shopping process and the customer accepts or rejects the resulting proposal(s). E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 17 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Online payments v Options for online payment are: § Credit Cards § Debit Cards" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-18.jpg" alt="Online payments v Options for online payment are: § Credit Cards § Debit Cards" /> Online payments v Options for online payment are: § Credit Cards § Debit Cards § Stored Value Cards § e-Cash § Delayed Payments v Note, in a shop there is an exchange of value – online it is pay now and hope that the goods arrive later. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 18 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Online Payments – credit cards v Options for online payment: § The most common" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-19.jpg" alt="Online Payments – credit cards v Options for online payment: § The most common" /> Online Payments – credit cards v Options for online payment: § The most common way of paying for an e-Commerce transaction is with a credit card. § The online use of credit cards is an extension of the ‘customer not present’ (CNP) protocol – which is intrinsically less secure than the conventional use. v Potential problems include: § Fraudulent Use of Credit Cards § Interception of Credit Card Details § Remote Storage of Credit Card Details E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 19 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Online Payments v Debit Cards § Similar to Credit Cards but less secure. v" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-20.jpg" alt="Online Payments v Debit Cards § Similar to Credit Cards but less secure. v" /> Online Payments v Debit Cards § Similar to Credit Cards but less secure. v Stored Value Cards § Not widely used – fraud limited to value on card – requires a card reader. v e-Cash § Suitable for small payments – as yet no generally accepted scheme. v Delayed Payments § Off-line payments - limited acceptance – normally delays transaction. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 20 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Delivery of goods (e- fulfilment) v Internet e-Commerce allows users to order what they" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-21.jpg" alt="Delivery of goods (e- fulfilment) v Internet e-Commerce allows users to order what they" /> Delivery of goods (e- fulfilment) v Internet e-Commerce allows users to order what they want, when they want but then they have to wait until the postman arrives. v Delivery depends on the size, nature, urgency and value. Options include: § Post. (You can sell anything online provided it will fit through a letter box. ) § Packet/parcel delivery service. § Local Delivery. (Perishable goods often require such a service. ) § Collect your Own. § Electronic Delivery. § No delivery. (Intangibles such as an e-Ticket. ) E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 21 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Delivery of Goods (e- fulfilment) v For the delivery stage of the trade cycle" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-22.jpg" alt="Delivery of Goods (e- fulfilment) v For the delivery stage of the trade cycle" /> Delivery of Goods (e- fulfilment) v For the delivery stage of the trade cycle the task of delivery is transferred from the retail customer to the vendor and the vendor generally finds it necessary to recoup those costs as delivery charges. v Delivery issues: § cost – picking, posting and packaging § trust – will the right goods be sent? § security – does someone have to be at home to accept delivery? v Online grocery deliveries work to booked delivery slots – often a day or two later. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 22 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="After Sales v Advantages: § Online manuals and diagnostics § Online Support v Problem" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-23.jpg" alt="After Sales v Advantages: § Online manuals and diagnostics § Online Support v Problem" /> After Sales v Advantages: § Online manuals and diagnostics § Online Support v Problem areas: § Return of goods E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 23 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Internet e-Commerce Security v Security breaches can occur on: § The customer side –" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-24.jpg" alt="Internet e-Commerce Security v Security breaches can occur on: § The customer side –" /> Internet e-Commerce Security v Security breaches can occur on: § The customer side – impersonation. § The Internet – hacking, etc. § The vendor side – inappropriate or dishonest trade. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 24 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Internet e-Commerce Security The four pillars of secure e-Commerce: v Authentication: § The sender" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-25.jpg" alt="Internet e-Commerce Security The four pillars of secure e-Commerce: v Authentication: § The sender" /> Internet e-Commerce Security The four pillars of secure e-Commerce: v Authentication: § The sender of a document must be identified precisely and without any possibility of fraud; v Confidentiality: § The contents of a message may not be scanned by unauthorised parties; v Integrity: § Changes made in messages without according remarks must be impossible; v Non-Repudiation: § The sender of a message is directly connected to the contents of the message (and the recipient cannot deny that the message was received). E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 25 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Security - encryption v Encryption is the conversion of data into a code so" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-26.jpg" alt="Security - encryption v Encryption is the conversion of data into a code so" /> Security - encryption v Encryption is the conversion of data into a code so that it cannot be read by unauthorised users. v The data is converted into the code by the sender and then decoded by the receiver. v Modern encryption methods use an encryption algorithm and a binary number that is the key. The main options are: § Secret key system § Public key / private key system. v Encryption should be used for transmission but also for customer data on the e-Vendor’s server. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 26 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Security – Secure Sockets Layer (SSL) v The stages are: § The vendor transmits" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-27.jpg" alt="Security – Secure Sockets Layer (SSL) v The stages are: § The vendor transmits" /> Security – Secure Sockets Layer (SSL) v The stages are: § The vendor transmits the public key (ka) to the intending customer's web browser. § The customer’s browser generates a secret key (kc) for the session. § The customer’s browser encrypts the secret key (kc), using the public key (ka) and transmits it to the vendor. § The vendor decodes the message using a private key (kb) and now has the secret key (kc). § Further interchanges between the customer’s browser and the vendor’s server can now be encoded and decoded using the secret key (kc). E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 27 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Security – digital signatures v A digital signature is used to authenticate the sender" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-28.jpg" alt="Security – digital signatures v A digital signature is used to authenticate the sender" /> Security – digital signatures v A digital signature is used to authenticate the sender of the message and to check the integrity of the message, i. e. that it has not been altered in transit. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 28 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Security – trusted third parties v This addresses non-repudiation – a copy of the" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-29.jpg" alt="Security – trusted third parties v This addresses non-repudiation – a copy of the" /> Security – trusted third parties v This addresses non-repudiation – a copy of the transaction is transmitted to a third party and the record of the transaction can be used to settle any disputes. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 29 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="A Web Site Evaluation Model E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 30 " src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-30.jpg" alt="A Web Site Evaluation Model E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 30 " /> A Web Site Evaluation Model E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 30 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Chapter 15 – Exercise 1 v Select two categories of goods, for example groceries" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-31.jpg" alt="Chapter 15 – Exercise 1 v Select two categories of goods, for example groceries" /> Chapter 15 – Exercise 1 v Select two categories of goods, for example groceries and books, and list the advantages and disadvantages to you of ordering these products online. The lists can be compared across a group of students and the differences analysed. E-Commerce ©David Whiteley/Mc. Graw-Hill, 2000 31 </p> </div> <div style="width: auto;" class="description columns twelve"><p><img class="imgdescription" title="Chapter 15 – Exercise 2 v Use the Web Site Evaluation Model and the" src="http://present5.com/presentation/0361446971b09b9ab6fad4a90b055f32/image-32.jpg" alt="Chapter 15 – Exercise 2 v Use the Web Site Evaluation Model and the" /> Chapter 15 – Exercise 2 v Use the Web Site Evaluation Model and the associated questions from Section 15. 7 to evaluate a couple of web sites. For this evaluation use two web sites from the same sector, possibly one of the sectors used in Exercise 1. Compare the results of the two evaluations and compute an overall score for each of the sites. E-Commerce ©David Whiteley/Mc. 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