電子商務概論ch03

SellingontheWebChapter31?CengageLearning2015第一頁，共七十三頁。LearningObjectivesInthischapter,youwilllearnabout:WhatarevenuemodelisandhowcompaniesusevariousrevenuemodelsHowsomecompanieschangetheirrevenuemodelstoachievesuccessRevenuestrategyissuesthatcompaniesfacewhensellingonline?CengageLearning20152第二頁，共七十三頁。LearningObjectives(cont’d.)HowtocreateaneffectivebusinesspresenceontheWebWhatfactorsenhanceWebsiteusabilityHowcompaniesusetheWebtoconnectwithcustomers?CengageLearning20153第三頁，共七十三頁。IntroductionOnlinebusinessexample:progressiveinsuranceFirstautoinsurancecompanytolaunchaWebsite(1995)Firsttosellpoliciesonline(1997)Startedprovidingcompetitor’sratesin2002Introducedfemalecharacter“Flo”in2008Advertisingandbrandstrategy?CengageLearning20154第四頁，共七十三頁。RevenueModelsforOnlineBusinessWebbusinessrevenue-generatingmodelsWebcatalogDigitalcontentAdvertising-supportedAdvertising-subscriptionmixedFee-basedSamemodelcanworkforbothsaletypesBusiness-to-consumer(B2C)Business-to-business(B2B)?CengageLearning20155第五頁，共七十三頁。WebCatalogRevenueModelsAdaptedfrommail-order(catalog)modelSellerestablishesbrandimagePrintedinformationmailedtoprospectivebuyersOrdersplacedbymailorphoneExpandstraditionalmodelReplacesorsupplementsprintcatalogsOrdersplacedthroughWebsiteCreatesadditionalsalesoutletforexistingcompanies?CengageLearning20156第六頁，共七十三頁。WebCatalogRevenueModels(cont’d.)DiscountretailersSomediscountersbeganasretailoperationsonline,e.g.,OTraditionalretailersnowusingWebcatalogrevenuemodel:Costco,Kmart,Target,andWalmartMultiplemarketingchannelsAllowsmorecustomerstobereachedatalowercostMarketingchannelexamplesPhysicalstoresWebsitesMailedcatalogsornewspaperinsert?CengageLearning20157第七頁，共七十三頁。8FIGURE3-1Combiningmarketingchannels:tworetailerexamples?CengageLearning20158?CengageLearning2015第八頁，共七十三頁。WebCatalogRevenueModels(cont’d.)AddingthepersonaltouchManyadaptedcatalogsalesmodeltoWebDisplayclothingphotoscategorizedbytypePrices,sizes,colors,andtailoringdetailsWantcustomerstoexamineclothingonlinePlaceordersthroughWebsiteLands’EndonlineWebshoppingassistanceLands’EndLive(1999)Somesitesoffertextandvideochat?CengageLearning20159第九頁，共七十三頁。WebCatalogRevenueModels(cont’d.)PersonalshopperLearnspreferencesandmakessuggestionsVirtualmodelAllowscustomerstotryclothesGraphicimagebuiltfromcustomermeasurementsProblem:varyingcomputermonitorcolorsettingsSolutions:sendfabricswatchonrequestand/oroffergenerousreturnpolicies?CengageLearning201510第十頁，共七十三頁。Fee-for-ContentRevenueModelsFirmsowningwritteninformationorinformationrightsEmbracetheWebasahighlyefficientdistributionmechanismUsethedigitalcontentrevenuemodelSellrightstoaccessinformationtheyownLegal,academic,businessandtechnicalcontentLexisNexis:offersvarietyofinformationservicesforlawyersandlawenforcementofficialsSubscriptionsandindividualaccessrightstoonlineacademicjournalsandotherpublications?CengageLearning201511第十一頁，共七十三頁。Fee-for-ContentRevenueModels(cont’d.)AcademicinformationaggregationservicesPurchaseandresellrightsinsubscriptionpackagestoschools,libraries,companies,andnot-for-profitinstitutionsDowJonesprovidesbusiness-focusedpublicationsonlineNewspaper,magazine,andjournalmaterialsFactiva:subscriptionstoindividualsforpurposesofbusinessresearch,jobsearches,orinvestmentanalysis?CengageLearning201512第十二頁，共七十三頁。ElectronicBooksCanbereadorlistenedtoAvailabletoavarietyofdevicesA’sKindleBarnes&Noble’sNookKoboGloiTunesandGoogleplaysellbooksandmusicPhysicalandelectronicbookswillcoexistforyearstocome?CengageLearning201513第十三頁，共七十三頁。OnlineMusicRecordingindustryslowtoembraceLargeststores:AmazonMP3,Apple’siTunes,GooglePlaySubscriptionservicestostreammusicPandoraInternetRadio,Spotify,RhapsodyComplicationsNosinglestoreoffersallmusicIndividualstorespromotetheirownmusicSomeartists/recordingcompaniespartnerwithspecificstoreorboycottonlinesalesaltogether?CengageLearning201514第十四頁，共七十三頁。OnlineMusic(cont’d.)DigitalRightsManagement(DRM)softwareIntendedtocurtailmusicpiracyAmazonMP3storeFirsttoofferDRM-freeMP3formatMusicindustryReportsincreasedsalesin2013Firsttimein14years?CengageLearning201515第十五頁，共七十三頁。OnlineVideoCanbesoldorrentedonlineDownloadedorstreamedPastlimitationsConcernaboutcannibalizingsalesinotherchannelsTechnologicalbarriersarounddevicesOvercomingtheissuesNewtechnologiesimprovingdeliveryCompaniesincorporatingonlinedistributionintorevenuestrategyVideodeliverytechnologiesbecomingtransparent?CengageLearning201516第十六頁，共七十三頁。OnlineVideo(cont’d.)NetflixOnlineaccessDVDrentalsbymailTelevisionshowsavailableonlineHuluTV.comYouTube?CengageLearning201517第十七頁，共七十三頁。AdvertisingasaRevenueModelElementAdvertisers’feesinplaceofusers’subscriptionsAdvertising-supportedrevenuemodelsUsedbyUnitedStatesbroadcastnetworktelevisionProvidesfreeprogrammingandadvertisingmessagesSupportsnetworkoperationssufficiently?CengageLearning201518第十八頁，共七十三頁。Advertising-SupportedRevenueModels(cont’d.)OnlineadvertisingchallengesDifficultyofmeasuringandchargingsitevisitorviewsStickinessKeepingvisitorsatsiteandattractingrepeatvisitorsExposedtomoreadvertisinginastickysiteObtaininglargeadvertiserinterestRequiresdemographicinformationcollectionCharacteristicssetusedtogroupvisitors?CengageLearning201519第十九頁，共七十三頁。Advertising-SupportedRevenueModels(cont’d.)Canobtainlargeadvertiserinterestby:UsingaspecializedinformationWebsiteDrawaspecializedaudiencecertainadvertiserswanttoreachExamples:TheHuffingtonPostandtheDrudgeReportHowStuffWorks?CengageLearning201520第二十頁，共七十三頁。?CengageLearning201521FIGURE3-2Threestrategiesforanadvertising-supportedrevenuemodel?CengageLearning2015第二十一頁，共七十三頁。22Advertising-SupportedRevenueModels(cont’d.)Webportals(portal)SiteusedasalaunchingpointtoentertheWebAlmostalwaysincludesaWebdirectoryorsearchengineOftenincludesotherfeaturesWebdirectoryListofhyperlinkstoWebpagesGeneralintereststrategyExample:Yahoo!portalsearchenginePresentssearchterm-triggeredadvertisingoneachpage?CengageLearning201522第二十二頁，共七十三頁。23Advertising-SupportedRevenueModels(cont’d.)SpecificintereststrategyExamples:C-NETandKayakTargetedadvertising?CengageLearning201523第二十三頁，共七十三頁。Advertising-SupportedNewspapersNewspapersormagazinespublishonlineversionofprintcontentSelladvertisingtocoverWebsitecostsNewspaper’sWebpresenceProvidesgreaterexposureandadvertisingaudienceCandivertsalesfromtheprinteditionMixed-revenuemodelSomecontentfree,othercontentforpurchasePaywallPointatwhichfeesbegin?CengageLearning201524第二十四頁，共七十三頁。Advertising-SupportedOnlineClassifiedAdSitesTargetedclassifiedadvertisingsitesCancommandhigherratesthangeneraladvertisingGrowthofclassifiedadvertisingWebsitesVerybadfornewspapersExample:CraigslistWebemploymentadvertisingMostsuccessfultargetedclassifiedadvertisingcategoryExamples:CareerB,TheLadders,andM?CengageLearning201525第二十五頁，共七十三頁。Advertising-SupportedOnlineClassifiedAdSites(cont’d.)UsedvehiclesitesAutoTOthersimilarsites,e.g.,usedmusicalinstruments,

comicbooks,andusedgolfequipmentAdvertising-subscriptionmixedrevenuemodelsSubscriberspayfeeandacceptsomeadvertisingLessadvertisingthanadvertising-supportedsitesVaryinglevelsofsuccessExamplesTheWallStreetJournal,TheNewYorkTimes?CengageLearning201526第二十六頁，共七十三頁。27FIGURE3-3Revenuemodelsusedbyonlineeditionsofnewspapersandmagazines?CengageLearning201527?CengageLearning2015第二十七頁，共七十三頁。Advertising-SubscriptionMixedRevenueModels(cont’d.)ESPNLeveragesbrandnamefromcabletelevisionbusinessSellsadvertising;offersfreeinformationMixedmodelincludesadvertisingandsubscriptionrevenue(collectsinsidersubscriberrevenue)ConsumersUnion(ConsumerR)Purelyasubscription-supportedsiteNot-for-profitorganizationwithnoadvertisingFreeinformationAttractssubscribersandfulfillsmission?CengageLearning201528第二十八頁，共七十三頁。Fee-for-TransactionRevenueModelsServicefeechargedBasedontransactionnumberorsizeWebsiteoffersvisitortransactioninformationPersonalserviceformerlyprovidedbyahumanagentValuechainDisintermediationIntermediary(humanagent)removedReintermediationNewintermediary(fee-for-transactionWebsite)introduced?CengageLearning201529第二十九頁，共七十三頁。Fee-for-TransactionRevenueModels

(cont’d.)StockbrokeragefirmsTworoundsofdisintermediationOriginalfull-linebrokerschargedrelativelyhighcommissionsCompetitiveedgebyofferingmoreandbetteradvice1970s:deregulationresultedindiscountbrokersFirstround:individualstockbrokersdisintermediatedfromtheindustryvaluechain ?CengageLearning201530第三十頁，共七十三頁。31Fee-for-TransactionRevenueModels

(cont’d.)1990s:secondrounddisintermediationasdiscountbrokersfacedcompetitionfromonlinefirmsDiscountbrokersandfull-linebrokersopenednewstocktradingandinformationWebsitesBrokeragefirmswithstandingeconomicdownturnin2008offerprimarilyonlineservicesExample:TDAmeritrade?CengageLearning201531第三十一頁，共七十三頁。Fee-for-TransactionRevenueModels

(cont’d.)InsurancebrokersQuotesmithofferedInternetpolicypricequotesdirectlytopublic(1996)Independentinsuranceagents:disintermediatedInsurancepolicyinformation,comparisons,salessitesInsWeb,IProgressiveWebsiteProvidesquotesforcompetitors’productstooTheGeneral(GeneralAutomobileInsuranceServices)WebsiteOptionformotoristswhomayberejectedbyotherplans?CengageLearning201532第三十二頁，共七十三頁。Fee-for-TransactionRevenueModels

(cont’d.)EventticketsWeballowseventpromoterstosellticketsfromonevirtuallocationtocustomersworldwideOnlineagenciesearnafeeoneveryticketsoldTicketmasterWebcreatedsecondaryticketmarket(StubHub,TicketsNow)BrokersconnectingticketownerswithbuyersEarnfeesonticketsresoldforothers,buyticketblocksWebcreatedeasy-to-findcentralmarketplace,facilitatingbuyer-sellernegotiations?CengageLearning201533第三十三頁，共七十三頁。Fee-for-TransactionRevenueModels

(cont’d.)OnlinebankingandfinancialservicesNophysicalproductEasytoofferonWebSlowtotakeoffduetoconcernsaboutsecurityApproachesUseexistingbank’sidentificationandreputationStartonlinebanknotaffiliatedwithexistingbank

(FirstInternetBankofIndiana)?CengageLearning201534第三十四頁，共七十三頁。35Fee-for-TransactionRevenueModels

(cont’d.)Onlinebankingandfinancialservices(cont’d.)GrowingparticipationasservicesbecomemorewidelyavailableBillpresentmentserviceAccountaggregationtools?CengageLearning201535第三十五頁，共七十三頁。Fee-for-TransactionRevenueModels(cont’d.)TravelTravelagencyrevenuemodel:receivefeeforfacilitatingatransactionTravelsitesgeneraterevenuethrough:CommissionsWebsiteadvertisingfees(advertising-feerevenuemodel)PopulartravelWebsitesTravelocity(basedonSabre)Expedia(Microsoftsubsidiary)Orbitz(consortiumofmajorU.Sairlines)?CengageLearning201536第三十六頁，共七十三頁。37Fee-for-TransactionRevenueModels(cont’d.)Travel(cont’d.)TraditionaltravelagentssqueezedoutSurvivingsmallertravelagentsspecializeincruisesAssistedbyWebsites,e.g.,VacationsToG,withdetailedcruiseinformationordiscountedpackagedealsReintermediationstrategy:catertoatargetaudience(WaveH)Alsosupplementedbyonlineadvertisingrevenue?CengageLearning201537第三十七頁，共七十三頁。Fee-for-TransactionRevenueModels

(cont’d.)AutomobilesalesWebsitesimplementthefee-for-transactionrevenuemodeldifferentlyInformationservice(Autobytel,E)Customerselectsspecificcar;sitedeterminespriceandfindslocaldealerLocatelocaldealers;carsellsatsmallpremiumoverdealer’snominalcostDealerchargedafeeforserviceCarsalesperson:disintermediatedWebsite:newintermediary(reintermediation)?CengageLearning201538第三十八頁，共七十三頁。Fee-for-TransactionRevenueModels

(cont’d.)RealestateandmortgageloansBrokeragefirmsandindividualrealestatebrokersfeatureonlineinformationonpropertiesNationalAssociationofRealtorsWebsiteR2008financialcrisisDramaticallyreducednumberofmortgagebrokersinbusinessSuccessfulonlinemortgagebrokersE-LOANIndustryisresistanttodisintermediation?CengageLearning201539第三十九頁，共七十三頁。Fee-for-ServiceRevenueModelsCompaniesofferWebserviceFeebasedonservicevalueNotabrokerserviceNotbasedontransactions-processednumberorsizeOnlinegamesSalesrevenuesourceAdvertising(olderconcept);pay-to-playforpremiumgames;subscriptionfeesSomeelementsofadvertising?CengageLearning201540第四十頁，共七十三頁。Fee-for-ServiceRevenueModels(cont’d.)ProfessionalservicesLimitedWebuseStatelawsprohibitextensionofpracticeInstancesofunlicensedpracticecanarisePatientsorclientsmaysetappointmentsandreceiveonlineconsultationPatient/clientprivacyconcernsLawontheWebsiteLegalconsultationstoUnitedKingdomresidentsCPADirectoryUnitedStatesaccountingprofessionalssite?CengageLearning201541第四十一頁，共七十三頁。Fee-for-ServiceRevenueModels(cont’d.)Professionalservices(cont’d.)MOnlineversionofMartindale-HubbelllawyerdirectoryPrevalenceofWebsitespresentinghealthinformationDifficultyofdiagnosingwithoutphysicalexamOnlineconsultationsareemergingCopeTodayWebsiteOnlineconsultationsforU.S.patients?CengageLearning201542第四十二頁，共七十三頁。FreeforMany,FeeforaFewEconomicsofmanufacturingDifferentforphysicalanddigitalproductsUnitcosthighpercentageofphysicalproductsUnitcostverysmallfordigitalproductsLeadstoadifferentrevenuemodelOfferbasicproducttomanyforfreeChargeafeetosomefordifferentiatedproductsExamples:Yahooe-mailaccountsInverselogicappliedtophysicalproducts:freesamplestoenticesales(cookiesamples)?CengageLearning201543第四十三頁，共七十三頁。ChangingStrategies:

RevenueModelsinTransitionCompaniesmustchangerevenuemodelTomeetneedsofnewandchangingWebusersSomecompaniescreatede-commerceWebsitesNeededmanyyearstogrowlargeenoughtobecomeprofitable(CNNandESPN)SomecompanieschangedmodelorwentoutofbusinessCasestudiesofstrategiesthatevolvedfromexperienceandadaptationstochange?CengageLearning201544第四十四頁，共七十三頁。Subscriptionto

Advertising-SupportedModelSlatemagazineUpscalenewsandcurrenteventsSuccessexpectationswerehighExperiencedwritersandeditorsAcclaimforincisivereportingandexcellentwritingInitialrevenuesourceAnnualsubscriptiondidnotcoveroperatingcostsNowanadvertising-supportedsitePartoftheBingportalValuetoMicrosoft:increasetheportal’sstickiness?CengageLearning201545第四十五頁，共七十三頁。Advertising-Supportedto

Advertising-SubscriptionMixedModelSAcclaimedforinnovativecontentInitialrevenuesourceAdvertising-supportedsiteNeededadditionalmoneytocontinueoperationsNowoffersoptionalsubscriptionversionAnnualfeeforSalonCore(premium)FreeofadvertisingAdditionalcontentDownloadablecontent?CengageLearning201546第四十六頁，共七十三頁。Advertising-Supportedto

SubscriptionModelNorthernLightsearchengineincludesowndatabaseResultsincludeWebsitelinksandabstractsofitsownedcontentInitialrevenuesourceCombinationoftheadvertising-supportedmodelplusafee-basedinformationaccessserviceAdvertisingrevenue:insufficienttocoverserviceConvertedtonewsubscription-supportedrevenuemodelAnnualsubscriptionstolargecorporateclientsMainproductstodayincludeSinglePointsearchengine?CengageLearning201547第四十七頁，共七十三頁。MultipleChangestoRevenueModelsEncyclopediaBritannicaInitialWebofferings(1994)BritannicaInternetGuideEncyclopediaBritannicaOnlineInitialrevenuesourcePaidsubscriptionsitehadlowsubscriptionsalesConvertedtofreeadvertiser-supportedsite(1999)Advertisingrevenuesdeclined?CengageLearning201548第四十八頁，共七十三頁。MultipleChangestoRevenueModels(cont’d.)EncyclopediaBritannica(cont’d.)2001:returnedtomixedmodelwithsubscriptionplanandfreecontentSubscriptionscomprisethemajorrevenuesourceAdditionalrevenuefromonlineproductsstoresalesNewYorkTimesWebsite’sabilitytoadapt1990s:advertisingsupportedwithsubscriptionfeeforspecificaccesstopremiumcrosswords,chesscolumnandarchivedarticles2005:additionalcontentrequiredsubscription?CengageLearning201549第四十九頁，共七十三頁。MultipleChangestoRevenueModels(cont’d.)2007:returnedtoadvertising-supportedwithfreeaccess2011:mixedrevenuemodelFirst20articles/monthfreeSubscriptionplansforcontinuedaccessPaywall:barriertriggeredbyspecificusagelevelPrintsubscribershaveunlimitedaccess?CengageLearning201550第五十頁，共七十三頁。RevenueStrategyIssuesfor

OnlineBusinessesChannelconflictandcannibalizationCompany’sWebsalesactivitiesinterferewithexistingsalesoutletsLevisandMaytagWebsitesWebsitesnolongersellproductsSitesnowprovideproductandretaildistributorinformationEddieBauerOnlinepurchasesreturnableatretailstoresRequiredcompensationandbonusplansadjustmentstosupportWebsiteChannelcooperationmadeitsuccessful?CengageLearning201551第五十一頁，共七十三頁。RevenueStrategyIssuesfor

OnlineBusinesses(cont’d.)StrategicalliancesTwoormorecompaniesjoinforcesUndertakeactivityoverlongtimeperiodYodleeaccountaggregationservicesproviderYodleeconcentratesondevelopingthetechnologyandservicesBanksprovidethecustomersAJoinedwithTargetandmanysmallercompanies?CengageLearning201552第五十二頁，共七十三頁。RevenueStrategyIssuesfor

OnlineBusinesses(cont’d.)LuxurygoodsDifficulttosellonlineCustomerswanttoseeproductinpersonortouchOvercomebysomesitesbylimitedonlineofferingsChanelCalvinKleinJewelrysaleshavegrownrapidlyinrecentyearsBlueNile,I,andCostcoSupportedby:Generalavailabilityofindependentappraisalcertificates“Noquestionsasked”returnpolicies?CengageLearning201553第五十三頁，共七十三頁。ElectronicCommerce,EleventhEdition54RevenueStrategyIssuesfor

OnlineBusinesses(cont’d.)OverstocksalesstrategiesPhysicaloutletstoresbeingreplacedwithoverstocksWebpagesalesReachmorepeoplethanphysicaloutletstoresFrequentupdatespossible?CengageLearning201554第五十四頁，共七十三頁。CreatinganEffectiveBusinessPresenceOnlineOrganization’spresencePublicimageconveyedtostakeholdersUsuallynotimportantUntilgrowthreachessignificantsizeStakeholdersCustomers,suppliers,employees,stockholders,neighbors,andgeneralpublicEffectiveWebpresenceCriticalevenforsmallestandnewestWeboperatingfirms?CengageLearning201555第五十五頁，共七十三頁。IdentifyingWebPresenceGoalsBusinessphysicalspaceFocus:veryspecificobjectivesNotimagedrivenMustsatisfymanybusinessneedsOftenfailstoconveyagoodpresenceWebbusinesssiteIntentionallycreatesdistinctivepresencesGoodWebsitedesignprovides:Effectiveimage-creation/image-enhancingfeatures?CengageLearning201556第五十六頁，共七十三頁。?CengageLearning201557FIGURE3-5Webpresenceobjectivesandstrategies?CengageLearning2015第五十七頁，共七十三頁。58MakingWebPresenceConsistent

withBrandImageDifferentfirmsestablishdifferentWebpresencegoalsCocaColaWebsitepagesUsuallyincludetrustedcorporateimage(Cokebottle)Image:traditionalpositionasatrustedclassicPepsiWebsitepagesHyperlinkstoactivitiesandproduct-relatedpromotionsImage:upstartproductfavoredbyyoungergenerationAutomanufacturers’Websites?CengageLearning201558第五十八頁，共七十三頁。Not-For-ProfitOrganizationsWebsites’keygoalsInformationdisseminationSuccessfulsitekeyelementsIntegrateinformationdisseminationwithfund-raisingProvidetwo-waycontactchannelAmericanCivilLibertiesUnion(ACLU)ServesmanydifferentconstituenciesWebsitesusedtostayintouchwithexistingstakeholdersandidentifynewopportunitiesforservingthem?CengageLearning201559第五十九頁，共七十三頁。WebSiteUsabilityCurrentWebpresencesFewbusinessesaccomplishallgoalsMostfailtoprovidevisitorssufficientinteractivecontactopportunitiesImprovingWebpresenceAccessibletomorepeopleEasiertouseEncouragevisitors’trustFosterfeelingsofloyaltytowardtheorganization?CengageLearning201560第六十頁，共七十三頁。HowtheWebIsDifferentSimplemid-1990sWebsitesConveyedbasicbusinessinformationNomarketresearchconductedWebobjectivesoftenunmetFailuretounderstandhowWebdiffersasamediaforpresence-buildingWebsitesdesignedtocreateanorganization’spresenceContainlinkstostandardinformationsetSuccessdependentonhowthisinformationoffered?CengageLearning201561第六十一頁，共七十三頁。MeetingtheNeedsofWebSiteVisitorsSuccessfulWebbusinesses: Realizeeveryvisitorisapotentialcustomer(partner)VariedmotivationsofWebsitevisitorsLearningaboutcompanyproductsorservicesBuyingproductsorservicesObtainingwarranty,service,andrepairpolicyinformationObtaininggeneralcompanyinformationObtainingfinancialinformationIdentifyingpeople?CengageLearning201562第六十二頁，共七十三頁。MeetingtheNeedsofWebSiteVisitors(cont’d.)VariedmotivationsofWebsitevisitors(cont’d.)ObtainingcontactinformationFollowingalinkintothesitewhilesearchingforinformationaboutarelatedproduct,service,ortopicAchallengetomeetallmotivationsVisitorsarrivewithdifferentneeds,experience,andexpectationlevels?CengageLearning201563第六十三頁，共七十三頁。MakingWebSitesAccessibleBuildinterfaceflexibilityoptionsText-onlyversionW3CAccessibilityInitiativesiteoffersusefullinksregardingdisabilitiesSelectionofsmallergraphicimagesChoiceofstreamingmediaconnectiontypeUser-specifiedinformationattributesControversialWebsitedesignissuesAdobeFlashsoftwareuseSometaskslendthemselvestoanimatedWebpagesDoesnotworkonAppleiPhoneoriPad?CengageLearning201564第六十四頁，共七十三頁。MakingWebSitesAccessible(cont’d.)?CengageLearning201565FIGURE3-8AccessibilitygoalsforbusinessWebsites?CengageLearning2015第六十五頁，共七十三頁。TrustandLoyaltyCreatesrelationshipvalueSustainedgoodserviceleadstosellertr