加里·P.施奈德（Gary P. Schneider）目前是美国加利福尼亚州立大学蒙特利湾分校的会计学教授，曾先后任教于圣迭戈大学、田纳西大学、泽维尔大学，讲授电子商务、数据库设计、供应链管理和管理会计等课程，多次获得优秀教学奖。著有会计、信息系统、管理学方面50多本书和100多篇研究论文，并被翻译成了汉语、法语、意大利语、韩语、西班牙语等多种语言传播。他拥有田纳西大学会计信息系统博士学位、泽维尔大学MBA学位和辛辛那提大学经济学学士学位。
目錄：
Preface
Part 1： Introduction
Chapter 1?Introduction to Electronic Commerce3
The Evolution of Electronic Commerce4
Electronic Commerce and Electronic Business5
Categories of Electronic Commerce5
Business Processes6
Relative Size of Electronic Commerce Elements7
The Development and Growth of Electronic Commerce9
Early Electronic Commerce9
The First Wave of Electronic Commerce, 1995–200310
The Second Wave of Electronic Commerce, 2004–200911
The Third Wave of Electronic Commerce, 2010–Present13
The “Boom and Bust” Myth17
Business Models, Revenue Models, and Business Processes17
Focus on Specific Business Processes19
Role of Merchandising19
ProductProcess Suitability to Electronic Commerce19
Electronic Commerce： Opportunities, Cautions, and Concerns21
Opportunities for Electronic Commerce21
Electronic Commerce： Current Barriers23
Economic Forces and Electronic Commerce25
Transaction Costs27
Markets and Hierarchies27
Using Electronic Commerce to Reduce Transaction Costs30
Network Economic Structures31
Network Effects32
Identifying Electronic Commerce Opportunities33
Strategic Business Unit Value Chains33
Industry Value Chains35
SWOT Analysis： Evaluating Business Unit Opportunities37
International Nature of Electronic Commerce39
Trust Issues on the Web39
Language Issues40
Cultural Issues41
Infrastructure Issues42
Summary45
Key Terms45
Review Questions46
Exercises47
Cases48
For Further Study and Research51
Chapter 2?Technology Infrastructure： The Internet and the World Wide Web55
The Internet and the World Wide Web57
Origins of the Internet57
New Uses for the Internet58
Commercial Use of the Internet59
Growth of the Internet59
The Internet of Things60
Packet-Switched Networks61
Routing Packets62
Public and Private Networks63
Virtual Private Networks VPNs64
Intranets and Extranets64
Internet Protocols65
TCPIP66
IP Addressing66
Electronic Mail Protocols68
Web Page Request and Delivery Protocols69
Emergence of the World Wide Web70
The Development of Hypertext70
Graphical Interfaces for Hypertext71
The World Wide Web71
The Deep Web72
Domain Names73
Markup Languages and the Web74
Hypertext Markup Language75
Extensible Markup Language XML81
Internet Connection Options87
Connectivity Overview87
Voice-Grade Telephone Connections87
Broadband Services88
Leased-Line Connections88
Wireless Connections88
Internet2 and the Semantic Web93
Summary96
Key Terms96
Review Questions98
Exercises99
Cases100
For Further Study and Research101
Part 2： Business Strategies for Electronic Commerce
Chapter 3?Selling on the Web107
Revenue Models for Online Business109
Web Catalog Revenue Models109
Fee-for-Content Revenue Models114
Advertising as a Revenue Model Element118
Fee-for-Transaction Revenue Models124
Fee-for-Service Revenue Models129
Free for Many, Fee for a Few130
Changing Strategies： Revenue Models in Transition131
Subscription to Advertising-Supported Model132
Advertising-Supported to Advertising-Subscription Mixed Model132
Advertising-Supported to Subscription Model132
Multiple Changes to Revenue Models133
Revenue Strategy Issues for Online Businesses135
Channel Conflict and Cannibalization135
Strategic Alliances136
Luxury Goods Strategies136
Overstock Sales Strategies137
Creating an Effective Business Presence Online137
Identifying Web Presence Goals137
Web Site Usability139
How the Web Is Different140
Meeting the Needs of Web Site Visitors140
Trust and Loyalty142
Usability Testing144
Customer-Centric Web Site Design145
Using the Web to Connect with Customers146
The Nature of Communication on the Web146
Summary150
Key Terms150
Review Questions151
Exercises152
Cases153
For Further Study and Research156
Chapter 4?Marketing on the Web159
Web Marketing Strategies160
The Four Ps of Marketing161
Product-Based Marketing Strategies161
Customer-Based Marketing Strategies162
Communicating with Different Market Segments163
Trust, Complexity, and Media Choice163
Market Segmentation166
Market Segmentation on the Web167
Offe
內容試閱：
Electronic Commerce, Twelfth Edition, provides complete coverage of the key business and technology elements of electronic commerce. The book does not assume that readers have any previous electronic commerce knowledge or experience.
In 1998, having spent several years doing electronic commerce research, consulting, and corporate training, I began developing undergraduate and graduate business school courses in electronic commerce. Although I had used a variety of books and other materials in my corporate training work, I was concerned that those materials would not work well in university courses because they were written at widely varying levels and did not have the organization and pedagogic features, such as review questions, that are so important to students.
After searching for a textbook that offered balanced coverage of both the business and technology elements of electronic commerce, I concluded that no such book existed. The first edition of Electronic Commerce was written to fill that void. Since that first edition, I have worked to improve the book and keep it current with the rapid changes in this dynamic field.
New to This Edition
This edition includes the usual updates to keep the content current with the rapidly occurring changes in electronic commerce. It also includes new material on the following topics：
The emergence of mobile apps as a driver of retail sales in the United States Chapter 1
Technology developments such as Google’s Project Loon, new wireless technologies, and the first commercial applications of Semantic Web research Chapter 2
Revenue model developments in online video Chapter 3
New online advertising standards and developments in mobile advertising Chapter 4
How supply chain management enhances organizations’ abilities to implement lean production and just-in-time inventory management Chapter?5
Chinese banks’ use of online auctions to sell off nonperforming loans Chapter 6
LastPass hack, new viruses including Regin and TeslaCrypt, and emerging initiatives for making digital certificates more widely available Chapter 7
Mobile device payment systems and electronic bill presentment and payment systems Chapter 8
Business accelerators Chapter 9
ORGANIZATION AND COVERAGE
Electronic Commerce, Twelfth Edition, introduces readers to both the theory and practice of conducting business over the Internet and World Wide Web. The book is organized into four sections： an introduction, business strategies, technologies, and integration.
Introduction
The book’s first section includes two chapters. Chapter 1, “Introduction to Electronic Commerce,” defines electronic commerce and describes how companies use it to create new products and services, reduce the cost of existing business processes, and improve the efficiency and effectiveness of their operations. The concept of electronic commerce waves is presented and developed in this chapter. Chapter 1 also outlines the history of the Internet and the Web, explains the international environment in which electronic commerce exists, provides an overview of the economic structures in which businesses operate, and describes how electronic commerce fits into those structures. Two themes are introduced in this chapter and recur throughout later chapters： that examining a firm’s value chain can reveal opportunities for electronic commerce initiatives, and reductions in transaction costs are important elements of many electronic commerce initiatives.
Chapter 2, “Technology Infrastructure： The Internet and the World Wide Web,” introduces the technologies used to conduct business online, including topics such as Internet infrastructure, protocols, packet-switched networks, and the Internet of Things. Chapter 2 also describes the markup languages used on the Web HTML and XML and discusses Internet connection options and tradeoffs, including wireless technologies.
Business Strategies for Electronic Commerce
The second section of the book includes four chapters that describe the business strategies that companies and o
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