Delivering Customer Service in Cyberspace

8/13/2019 Delivering Customer Service in Cyberspace

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Assignment No3.

Delivering Customer Service in Cyberspace

PRESENTED

TO

Mr.Masood ArifBY

IMRAN KHAN

REGISTERATION NO !"3#$!%"%%3&MBA # YEARS MARKETING&

PRESTON 'NI(ERSITY) PESHA*AR +AMP'S) O,D -AMR'D ROAD)

'NI(ERSITY TO*N PESHA*AR.


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Delivering Customer Service inCyberspace

Products and Services in Cyberspace

Abstract


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In the physical world, products and services are traditionally distinguishedfrom each other on the basis of tangibility and intangibility; indeed,services are often described as intangible products. In the virtual worldof the fixed and mobile Internet, however, this distinction is no longerappropriate: both products and services become intangible. This is

essentially because the Internet is not merely a technology butrepresents an entirely new medium for conducting business, a fact thatwas overlooked by many of the early entrants into this space. Thismedium is defined by information and fundamentally different from the

physical space where business has traditionally been transacted.Conseuently, the concept of products and services reuires study. Inthis paper we focus on business!to!consumer "#$C% markets andexplore consumer products and services in cyberspace, distinguishingthem along a number of dimensions.

Keywords

Internet) Onine strateg/) Information 0rod12ts) P/si2a information 0rod12ts) digita/mediated ser4i2es

Introduction

Te 2ommer2iai5ation of te Internet as seen it 6eing de0o/ed for 2or0orate

2omm1ni2ations) for fa2iitating trading a2ti4ities) for distri61ting digita 2ontent) for te

0ro4ision of a 7ide range of ser4i2es) and as a 0atform for 2oa6oration. *ie man/organi5ations a4e migrated 0rod12ts and ser4i2es from te 0/si2a 7ord to te 4irt1a

7ord) or 2reated ne7 and inno4ati4e offerings to ta8e ad4antage of te 2a0a6iities of te

te2noog/) essons from tese ear/ fora/s 2ear/ indi2ate tat it is not an ee2troni2

re0i2ation of te 0/si2a 7ord B1ter and Pe00ard) !99:; E4ans and *1rster) #%%%;-ar4en0aa and Gra5ioi) #%%%&. Indeed) more tan a mere a te2noog/) te Internet

re0resents an entire/ ne7 medi1m for 2ond12ting 61siness.

Not on/ does it a4e different attri61tes tan te 0/si2a 7ord 61t aso 7itintis 4irt1a s0a2e m12 of 7at is ta8en for granted in da/$to$da/ 2ommer2ia a2ti4ities

and de2ision$ma8ing 0ro2esses are a6sent. In B#+ 61siness$to$2ons1mer& mar8ets) te

fo21s of tis 0a0er) 2ons1mer 6ea4ior is aso different B1ter and Pe00ard) !99:&.

In te 0/si2a 7ord) 0rod12ts and ser4i2es are genera/ disting1ised from ea2oter on te 6asis of tangi6iit/ < 0rod12ts are 0ortra/ed as tangi6e) i.e. 2an 6e to12ed)

7ie ser4i2es are seen as 6eing intangi6e) i.e. 2annot 6e to12ed 2.f. Sa28 et al.) #%%!&.

Ser4i2es a4e 6een des2ri6ed as =intangi6e 0rod12ts> Hei5er and Render) !999) 0. !3&and are Pre$016i2ation 4ersionInternational Journal of Information Management, Vol 25, 2005, pp. 335-345. # Prod12ts and Ser4i2es in +/6ers0a2e

Genera/ not 0re2ise/ defined) 61t defined 6ased on 7at te/ are not rater

tan 7at te/ are 2.f. S2menner) !99?&. *ie man/ 0rod12ts toda/ a4e a ser4i2e2om0onent) or 0ro4isioning of a ser4i2e as a 0/si2a as0e2t) 7it te ad4ent of te

Internet) 6ot 0rod12ts and ser4i2es 6e2ome intangi6e. +o10e tis 7it te Internet as a


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medi1m and 7e are fa2ed 7it an entire/ ne7 en4ironment and set of 2ir21mstan2es not

on/ for 2ond12ting 61siness 61t aso for managing o0erations.

If 2om0anies are going to 6e s122essf1 7it teir onine strategies ana/sis 7o1ds1ggest tat it is 2r12ia for tem to 1nderstand te 2ara2teristi2s of goods and ser4i2es

in te 4irt1a 7ord as 7e as te 6ea4ior of 2ons1mers 7en te/ mo4e onine B1ter

and Pe00ard) !99:; Ko1faris et al.) #%%#&.

Indeed) te distin2tion 6et7een 0rod12ts and ser4i2es as g1ided teor/ and0ra2ti2e in o0erations management. A re2ent st1d/ identified differen2es tat reated to

meas1rements 1sed to assess effe2ti4eness and effi2ien2/) differen2es in 0rod12tion

strategies and differen2es in 0rod12tion 0ro2ess 6et7een organi5ations 0rod12ing

tangi6e goods and intangi6e ser4i2es Bo7en and @ord) #%%#&.

*eter tere are an/ differen2es 7en o0erating in te 4irt1a 7ord as /et to

6e addressed in te iterat1re. B1t 6efore s12 a tas8 2an 6e 1nderta8en it is ne2essar/ to

1nderstand tis 4irt1a 7ord as 7e as te nat1re and 6ea4ior of 0rod12ts and ser4i2es

in tis en4ironment. Te o6e2ti4e of tis 0a0er is to e0ore 0rod12ts and ser4i2es in

2/6ers0a2e in order to de4eo0 a 2ategori5ation tat is more a00ro0riate in g1idingmanagement a2tion.

Te 0a0er first in4estigates te Internet as media) dra7ing o1t a n1m6er of

0ertinent im0i2ations. It ten eamines some of te f1ndamenta attri61tes ofinformation 0rod12ts and digita/ mediated ser4i2es. A 2ategori5ation of te different

t/0es of digita 2ontent is de4eo0ed and 2om0arisons made a2ross a n1m6er of

dimensions. Te 0a0er 2on21des 7it some im0i2ations.

The Internet as Media

In =going on te net>) 7at man/ organi5ations a4e faied to 2onsider is tat te

Internet is an entire/ ne7 medi1m for 2ond12ting 61siness and tat te im0i2ations oftis m1st 6e 2onsidered. Tis medi1m is an information$defined s0a2e. A0art for a4ing

no 0/si2a manifestation) its sa0e) oo8) to0oog/ and 2ontet are a defined 6/

information.

It aso ei6its a n1m6er of distin2t feat1res tat differentiate it from 0/si2as0a2e. Iss1es of geogra0/ and o2ation are no onger im0ortant for te 0rod12tion and

distri61tion of information B1ter) #%%3&. It 0ro4ides indi4id1as and organi5ations 7it

te 2a0a6iit/ to


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Pre$016i2ation 4ersionInternational Journal of Information Management, Vol 25, 2005, pp. 335-345. 3

Prod12ts and Ser4i2es in +/6ers0a2e

+ontro te 0rod12tion) storage and dissemination of information Ha4i28) #%%%&.

Te 2onstraints of s0a2e) a too 0resent in te 0/si2a 7ord) 2ease to 6e

ree4ant. It is 0era0s te a6sen2e of 0/si2a and tangi6e artifa2ts in tis information$

defined s0a2e tat as te most serio1s im0i2ations for 2ons1mer 6ea4ior. Teseartifa2ts 0ro4ide te 21es tat are 2r12ia for 1mans in teir de2ision$ma8ing 0ro2esses)

and teir a6sen2e as im0i2ations for tr1st) for 61iding 6rands) and for esta6ising

21stomer reationsi0s.

@or eam0e) one of te 0rin2i0a reasons tat man/ 01re$0a/ Internet 6an8sfaied 7as d1e to te a28 of tr1st tat eisted 6et7een te onine 4ent1re and 21stomers.

+onfidentiait/ and se21rit/ are 8e/ 2om0onents of tr1st Da/a et al.) #%%%; Kim and

Pra6a8ar) #%%%; Tor85ade and Dion) #%%#&. In te 0/si2a 7ord of 6an8ing)0/si2a 21es i8e arge im0osing 6ran2es and 8no7edge of te 0erson managing /o1r

a22o1nt a 2ontri61te to te 2reation of tr1st.

On te Internet s12 21es are a6sent) 7i2 as res1ted in 0eo0e 6eing re12tantto de0osit teir mone/ 7it s12 4irt1a instit1tions. +ontrast tis 7it te reati4es122ess of on$ine 6ro8erages) 7ere an =inteigent> 21stomer 6ase) trading 0ro2ess) and

te demateriai5ation of te 0rod12t o4er man/ /ears) made tem more s1ited to ne7

01re$0a/ start$10s.

Resear2ers in 2ons1mer 6ea4ior a4e fo1nd tat 2ons1mers re2ogni5edifferen2es in si5e and re01tations among Internet stores and tat tese inf1en2e teir

assessment of te store tr1st7ortiness) teir 0er2e0tion of ris8) and teir 7iingness to

so0 7it a 0arti21ar store Ko1faris and Ham0ton$Sosa) #%%C; M2Knigt et al.) #%%#&.

A 21stomer 7o 6eie4es tat tere is a 0/si2a store 6eind a 7e6site is more i8e/ totr1st te site on first en2o1nter -ar4en0aa and Gra5ioi) #%%%&.

P/si2a s0a2es form im0ortant 2onstit1ent 0arts of 7at 7e migt 2a =settings>)

to 7i2 a set of so2ia norms instr12ting 1s o7 to 6ea4e are atta2ed. @or eam0e)

7en a 0erson enters a i6rar/ or an offi2e) a teatre) a 21r2& e as ne4er 6een in6efore) e genera/ re2ogni5es it as a i6rar/ and 6ea4es and intera2ts 7it oter 0eo0e

a22ording/ ,a7son) #%%!&. S12 norms of 6ea4ior are sti arge/ a6sent in te 4irt1a

7ord. On te fi0 side) te te2noog/ 2annot inter0ret man/ of te 21es) 6ot 4er6aand non$4er6a) gi4en off 6/ a 1man) as migt o221r in 0/si2a settings.

+onsider) for eam0e) te rea2tion of a 21stomer 7en e sees an 1ne0e2ted/

ig 0ri2e for a 0ie2e of f1rnit1re. In te 0/si2a 7ord te saes0erson 2an ad1st is

a00roa2) ma8e anoter s1ggestion or offer a =6etter dea>.

Ne4erteess) 0eo0es intera2tions 7it 2om01ters and ne7 media arefundamentally social and natural) i.e. 7e e0e2t media to o6e/ a 7ide range of so2ia and

nat1ra r1es. Tese r1es are deri4ed from te 0/si2a 7ord of inter0ersona intera2tion.

Ree4es and Nassa


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Pre$016i2ation 4ersionInternational Journal of Information Management, Vol 25, 2005, pp. 335-345. C


!99F& Ha4e 2ond12ted resear2 on so2ia res0onses to 2omm1ni2ation

te2noogies for o4er !% /ears and 2oined te term =te media e1ation>) meaning media

equals real life) to i1strate tis reationsi0.Te media e1ation is 2o1nterint1iti4e; 7e ma/ 8no7 intee2t1a/ tat

2om01ters do not a4e feeings) tat a 2om01ter 0rogrammed is neiter friend/ nor

ostie) does not a4e a gender) tat a 6a tro7n at 1s on a s2reen 7i not it 1s and so

fort) sti 7e treat tem as if te/ do. A22ording to te media e1ation a 1mansa1tomati2a/ and 1n2ons2io1s/ res0ond so2ia/ and nat1ra/ to media.

Te im0i2ations for de4eo0ers of onine 0rod12ts and ser4i2es are n1mero1s. @or

eam0e) te same r1es of 0oiteness a00/ for 7e6 so1tions as in rea ife) someting

often o4erseen 6/ 7e6$site de4eo0ers. @1rtermore) 0eo0e 7i assign a 0ersonait/ to2ara2ters on a 7e6 site or 0ossi6/ an entire so1tion) 6ased a n1m6er of sim0e r1es

tat 7e 1se in e4er/da/ ife. *ords and 0i2t1res in media are symolic representations of=tings> s12 as images) ideas and fa2ts tat are not a2t1a/ 0resent.

*en tis information is mediated 7e often ass1me tat 0eo0e on/ tin8 a6o1t!"o sent te information and !"y, and 7at it means. Ho7e4er) resear2 so7s tat tis

4ie7 2an ass1me too m12 < 7en a 0i2t1re treatens) 7e dont tin8 a6o1t 7o 2reated

it) 7at te/ intended and 7at it a means; 7e often tin8 on/ a6o1t 7at 7e so1d

do Ree4es and Nassa !99F&. P1t sim0/) 1mans a4e not e4o4ed to a22ommodate

t7entiet 2ent1r/ te2noog/. Te 1man 6rain e4o4ed in a 7ord in 7i2 only 1mans

ei6ited ri2 so2ia 6ea4ior) and a 7ord in 7i2 a 0er2ei4ed o6e2ts 7ere 0/si2a

o6e2ts < an/ting tat seemed to 6e a rea 0erson or 0a2e 7as rea.

Te media e1ation is 0arti21ar/ ree4ant for information mediated 4ia te

Internet as te Internet is an intera2ti4e s0a2e 0ermitting t7o$7a/ 2omm1ni2ation)

someting tat 7as not 0ossi6e 7it oder te2noogies s12 as ee2troni2 data

inter2ange EDI&. Tis 2reates an en4ironment of immedia2/ and 0resen2e < 1st2onsider te im0a2t of instant messaging IM&. Te Internet defines a ne7

2omm1ni2ations en4ironment) 7at +astes #%%!& refers to as =te Internet Gaa/>

7it its o7n ogi2 and its o7n ang1age.

Profo1nd/) e notes tat 7it te Internet) 2omm1ni2ation is 1s1a/ em6eddedin so2ia 0ra2ti2e) =not isoated in some 8ind of imaginar/ 7ord.> And 6e2a1se

2omm1ni2ation is te essen2e of 1man a2ti4it/) a domains of so2ia ife are 6eing

modified 6/ te 0er4asi4e 1ses of te Internet.

It is 7itin tis medi1m tat organi5ations are in2reasing/ o0erating. *ie testrategi2 im0i2ations of te Internet a4e 6een addressed E4ans and *1rster) #%%%;

Porter) #%%!; Sam0er) !99:& te nat1re of 0rod12ts and ser4i2es in tis medi1m iss1es

a4e not re2ei4ed te same treatment. @or eam0e) te o0erations f1n2tion istraditiona/ res0onsi6e for


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Pre$016i2ation 4ersionInternational Journal of Information Management, Vol 25, 2005, pp. 335-345. ?


Prod12ing and dei4ering 0rod12ts and ser4i2es) o7e4er g1idan2e and 6est 0ra2ti2e are

0remised on a2ti4ities eisting in te 0/si2a 7ord) 7it te distin2tion 6et7een

0rod12ts and ser4i2es g1iding de2ision ma8ing. In te remainder of te 0a0er 7e e0ore0rod12ts and ser4i2es in 2/6ers0a2e.

The Concept of Products and Services in Cyberspace

Prod12ts and ser4i2es made a4aia6e 1sing te Internet 7i 6e defined andsa0ed 6/ information. Tis information 2an 6e information aread/ a4aia6e in te

organi5ation e.g. 0ri2ing or 0rod12t a4aia6iit/& or ne7 information) 7eter 2reated

7itin te organi5ation itsef e.g. ri2er des2ri0tions of 0rod12ts or digiti5ation ofser4i2es& or im0orted from an eterna so1r2e e.g. 2om0ementar/ information tat 2an

6e integrated 7it interna information to 2reate a ne7 offering or information 0ro4ided

6/ a 21stomer to 2o$2reate a 0rod12t&.

Information 0rod12ts are 0rod12ts tat ma/ 21rrent/ eist in a 0/si2a form) 61t2an 6e digiti5ed and distri61ted ee2troni2a/. In21ded are tet) images) so1nds) 4ideo)

soft7are) et2. S12 0rod12ts are essentia/ 8no7edge tat as 6een made e0i2it and

t1rned into information tat as 6een formai5ed) for eam0e) 6oo8s) ne7s0a0ers) m1si2)

a 6ase6a s2ore) sto28 0ri2es or a 7e6 site.

Te/ ma/ aso re0resent te intee2t1a endea4ors of te staff of an organi5ation)

s12 as 7it resear2) 7ere ne7 8no7edge) 2reated 7itin an organi5ation) is offered

for sae. Information 0rod12ts 2an aso 6e information assets tat a4e 6een pac#aged to

a00ea to a 2ertain a1dien2e or mar8et) for eam0e sto28 0ri2es for 0ri4ate in4estors.

A0art from inno4ati4e ser4i2es see 6eo7&) some traditiona ser4i2es are aso

mediated 6/ te ne7 medi1m < 7at 7e refer to as digita/ mediated ser4i2es. Tis

2ontin1es te e4o1tion tat as 6een o221rring in ser4i2e ind1stries as organi5ations

attem0t to a1tomate as0e2ts of te ser4i2e dei4er/ 0ro2ess to red12e 2ost and in2rease1ait/ and 2onsisten2/ of te ser4i2e as 7e as im0ro4e 6ot 2on4enien2e and

a4aia6iit/ of te ser4i2e J1inn et al.) !99%&. Man/ onine ser4i2es are information$

mediated 4ersions of ser4i2es tat eist off$ine.

Ama5on.2om 0ro4ides a 6oo8 01r2asing ser4i2e. E0edia.2om is an onine tra4eagent. Tes2o.2om is an onine gro2er. Ho7e4er) 6oo8s 01r2ased on Ama5on.2om or

Barnsandno6e.2om are dei4ered to te 21stomer 6/ 2o1rier or 0ost ato1g e$6oo8s

2an 6e distri61ted ee2troni2a/&. Tese sites 0ro4ide te me2anisms to 6ring togeter61/ers and seers and ten transa2t 61siness; it is tis 0ro2ess tat is mediated 6/ an

information$defined Pre$016i2ation 4ersion International Journal of Information Management, Vol25, 2005, pp. 335-345. F Prod12ts and Ser4i2es in +/6ers0a2e

En4ironment.

Onine 6an8s 0ro4ide 21stomers 7it ser4i2es on$ine tat ao7s tem) among

oter tings) to 1nderta8e transa2tions and 2e28 6aan2es 4ia te Internet.

Te Internet aso s100orts inno4ati4e ser4i2e designs. @or eam0e)

Saesfor2e.2om dei4ers saes for2e a1tomation S@A& f1n2tionait/ o4er te Net. @or a


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mont/ fee) sma and medi1m si5ed firms in 0arti21ar) 2an a4ai of f1n2tionait/ tat

7o1d 0ro6a6/ 6e 0roi6iti4e/ e0ensi4e for tem 1sing tradition dei4er/ me2anisms.

Person$to$0erson a12tions s12 as eBa/.2om) or s0read$6etting o0erations i8eBeta.2om) are not 2ommer2ia/ 4ia6e in te 0/si2a 7ord. ,o2ation$6ased ser4i2es

oo8 set to 6e a 8e/ offering for mo6ie de4i2es.

In To8/o) for eam0e) -$Pones -$Na4i ser4i2e ets 1sers enter a 0one n1m6er)address or andmar8) and ten sear2es te area 7itin ?%% meters. Tis ma8es it 0ossi6eto find te s167a/ station nearest to a 0arti21ar so0) or a 0arti21ar 8ind of resta1rant

7itin 7a8ing distan2e of a 0arti21ar offi2e 61iding; a ma0 to tese o2ations 2an aso

6e 0ro4ided.

Bot digita information 0rod12ts and digita/ mediated ser4i2es a4e in2reasedin im0ortan2e o4er te ast fe7 /ears and are set to do so e4en more in te f1t1re.

Ho7e4er) tere is a ga0 in te teor/ addressing te de4eo0ment) management and

mar8eting of s12 0rod12ts and ser4i2es. Digita offerings are neiter 01re 0rod12ts) nor01re ser4i2es in te stri2t meaning of te terms. Te/ 2onstit1te a 2ategor/ of teir o7n

as te/ a4e a different set of 2ara2teristi2s and terefore need to 6e managed

a22ording/. In addition) a00ro0riating 4a1e from digita information 0rod12ts anddigita/ mediated ser4i2es demands different strategies tan in te 0/si2a 7ord.

Information Products Digital Information Products and Digitally

Mediated Services

Ta6e ! 2om0ares 0rod12ts and ser4i2es in te 0/si2a and 4irt1a 7ords a2ross

a n1m6er of dimensions. Grnroos !99%& as s1mmari5ed te most 2ommon/mentioned 2ara2teristi2s of ser4i2es and 0/si2a 0rod12ts fo1nd in te iterat1re and 7e

a4e 1sed tese in o1r ana/sis. *e a4e added t7o additiona 2ategories of information

0rod12ts to te ta6e to i1strate te differen2es 6et7eenp"ysical and digital information

0rod12ts. B/ traditiona information 0rod12ts 7e in21de tose 7it a 0/si2adimensions) for eam0e 6oo8s) +Ds or resear2 re0orts a4aia6e in te form of a

0/si2a do21ment. *it digita information 0rod12ts) 2ontent as 6een digiti5ed and

t1s 2an 6e sod and distri61ted on$ine. Eam0es Pre$016i2ation 4ersionInternational Journalof Information Management, Vol 25, 2005, pp. 335-345. " Prod12ts and Ser4i2es in +/6ers0a2e

Are ee2troni2 6oo8s) m1si2 in te form of MP3 fies) ne7s) games) soft7are) or te

resear2 re0orts sod on$ine 6/ 2om0anies.

Note) o7e4er) tat toda/ tere are fe7 =01re> 0rod12ts or ser4i2es as 2om0aniesseing 0rod12ts often tr/ to enan2e te 4a1e of teir 0rod12ts 6/ offering add$on

ser4i2es) and 2om0anies seing ser4i2e often tr/ to =0rod12tif/> teir ser4i2es to ma8e

te 4a1e to te 21stomer more 2on2rete. Tis trend is i1strated 6/ te rise of =so1tions>as an attem0t to 0rofie a 2om0e mi of 0/si2a 0rod12ts&) ser4i2es& and information

0rod12ts&.

Man/ 0/si2a 0rod12ts toda/ often in21de an information 0rod12t as a =7ra0

aro1nd> to enan2e te so1tion to 21stomers. @or eam0e) Sender tone) 7it its @,ELMAL toning 0rod12t tat eer2ises te m1s2es of te a6domen) offers a mentor ser4i2e

ma8e a differen2eQJournal of Management) (o. #:) No. 3) 00. CC"$CF9.

B1ter) P and Pe00ered) - !99:&) +ons1mer 01r2asing on te Internet 0ro2esses and0ros0e2ts)(uropean Management Journal) (o. !F) No. ?) 00. F%%$F!%.

B1ter) P #%%3&) Internet retaiing diso2ation) diso2ation) diso2ation) *or8ing Pa0er)

'ni4ersit/ of D16in) Trinit/ +oege) D16in.+astes) M #%%!&) )"e Internet *ala$y+ %eflections on t"e Internet, usiness, and

ociety) Oford 'ni4ersit/ Press) Oford.

Data) S) ,andes6erg) H. and eisser) M. #%%%&) B1iding digita 6rands) Mcinsey/uarterly) No. #) 00. C#$?!.

E4ans) P and *1rster) TS #%%%&)lo!n to its+ o! t"e 1e! (conomics of Information

)ransform trategy) Har4ard B1siness S2oo Press) Boston.

Grnroos) + !99%&) erice Management, IS, @rag) Gte6org) S7eden.

Hammer) M !99%&) Re$engineering 7or8 Dont a1tomate) o6iterate) arardusiness %eie!) -1/$A1g1st) 00. !%C$!!#.

Ha4i28) - #%%%&) Te im0a2t of te Internet on a tee4ision$6ased so2iet/) )ec"nologyin ociety) 4o. ##) 00. #"3$#:".


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Pre$016i2ation 4ersionInternational Journal of Information Management, Vol 25, 2005, pp. 335-345. !#


Hei5er) -. and Render B !999&) perations Management @ift Edition&) Prenti2e$Ha)

Ne7 -erse/.

-ar4en0aa) S and Gra5ioi) S #%%%&) S1rfing among te sar8s o7 to gain tr1st in2/6ers0a2e) ed. DA Mar2and) TH Da4en0ort and T Di28son) MasteringInformation Management) Pearson) ,ondon) 00. !9"$#%!.

Ko1faris) M and Ham0ton$Sosa) * #%%C& Te de4eo0ment of initia tr1st in an onine

2om0an/ 6/ ne7 21stomers)Information Management) (o. C!) 00. 3""$39".Ko1faris) M) Kam6i) A and ,aBar6era) PA #%%#& +ons1mer 6ea4ior in 7e6$6ased

2ommer2e an em0iri2a st1d/) International Journal of (lectronic ommerce)

(o. F) No. #) 00. !!?$!3:.Kim) K and Pra6a8ar) B #%%%&) Initia tr1st) 0er2ei4ed ris8) and te ado0tion of

Internet 6an8ing) in&roceedings of 26stInternational onference on Information

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M2Knigt) DH) +o1d1r/ ( and Ka2mar + #%%#& Te im0a2t of initia 2ons1mer tr1st

on intention to transa2t 7it a 7e6$site a tr1st 61iding mode) Journal oftrategic Information ystems) (o. !!) No. 3C) 00. #9"$3#C.

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