Electronic Shopping Environment电子购物环境
The study of Steckel et al. (2005) suggests during the internet boom of the late 1990s-early 2000s, pure internet enterprises are less common today. Steckel等在2005年的研究认为，在20世纪90年代末到21世纪初的互联网热潮中，纯粹的互联网企业是不常见的。Web and electronic businesses are important for today’s industry drivers; meanwhile, it is applying digital technology to commercially transact between units and inpiduals. 网络和电子企业对于今天的行业驱动是很重要的；同时，它正将数字技术应用于单位与个人之间的商业办理。Before further discussion, it is important to understand what is online shopping. 在进一步讨论之前，重要的是要明白什么是网上购物。In Papazafeiropoulou (2010) study “electronic commerce is buying and selling over digital media.” In addition, Habib (2001) identified that electronic commerce has three digital dimensions. They are: the product (service) being sold, the process, and the delivery agent (or intermediary). Additionally, Keen and McDonald (2000) suggest that online stores are not about the aesthetics that are the processes behind the click (Keen and McDonald, 2000). It means that the capability of the online store of the effect is no need to say.
However, the new tendency to enterprises is using electronic commerce (electronic or online stores) as a part of business strategy to apply websites in order to enhance their traditional stores or moreover to be their primarily market channel. 然而，企业的新趋势是把电子商务（电子商店或网上商店）作为业务战略的一部分，使用网站来巩固他们的传统卖场，或者进而作为他们的主要市场渠道。Accordingly, customers have to determine how to implement on the electronic shopping environment. Online stores provide customers with a vast range of alternative products and immense convenience. Unfortunately, providing the right amount of information and finding products that match the customer needs is not an easy assignment for these online stores (Pfeiffer et al., 2008). As most electronic shopping environments are featured with a dynamic flow of data, a great number of choices, and multiple decision standards, this may defeat customers (Punj and Rapp, 2003) 由于大部分电子购物环境都具有一个动态的数据流、大量的选择，以及多个决策标准，这可能会挫伤客户. Therefore, an online store applying the right tools can influence its survival; useful product recommender tools are progressively known by online stores as a means to sell more products. Inversely, websites that do not adapt intelligent tools will not only see bad purchase volumes but also undergo poor traffic as customers are more likely to come back to online stores adapting intelligent tools (Castagnos et. al, 2009). Furthermore and more importantly, the process of making purchase decision are represent in Haubl and Trists (2000) study there are two main stages during the making decision process of an online product search environment in order to make a decision. In the first stage, a customer identifies a number of products they want to compare known as the consideration set or the basket. Experts refer to this stage as product breaking (Mase et.al, 1999). As for the second stage, in order to make a decision, the customer will compare the features and details of these products. Experts refer to this stage as product comparison. (Castagnos et. al, 2009) In addition, Haubl et al. (2003) points out that one of the most interesting sights of the electronic shopping environment is that they make enterprises build personalized customer interfaces. It means that customer interfaces of online stores can be designed to be adjustable to particular needs, interests, and preferences of each customer at specific points in time. Such personalization can offer an inpidual shopper interface, dependent on what the website is able to infer, or what the website knows about specific customers. 这种个性化可以提供一个单独的的购物接口，依赖于网站的推断，或者网站对特定客户的了解。