The E-Commerce Product Classification Challenge

Authors:
Ellen Schulten, Heloise Ontology Associates
Hans Akkermans, Free University Amsterdam
Nicola Guarino, LADSEB
Guy Botquin, Content Europe
Nelson Lopes, Institut der Deutschen Wirtschaft Köln
Martin Dörr, ICS-FORTH
Norman Sadeh, Carnegie-Mellon

Resume

This article launches an international research challenge in the area of intelligent e-business. The challenge is to come up with a generic model and working solution that is able to (semi-)automatically map a given product description between two different e-commerce product classification standards.

B2B E-Commerce: in search for a Lingua Franca or Rosetta Stone

A fundamental premise - and a major economic driver - behind B2B Electronic Commerce is that labor-intensive and time-consuming human interactions can be replaced with (semi-)automated Internet-enabled processes. Looking at actual implementations, we indeed see ‘simple’ applications, such as product search and
selection without the intervention of a sales representative, and more sophisticated solutions, such as server-to-server communication for inventory replenishment of enterprises.
Nevertheless, the hard reality of e-business, and the slower than (some industry watchers) expected adoption of electronic buying, points to the complexity of replacing human interactions by computer. Of course this is not difficult to understand. In the human world, dialog is structured by grammatical, semantic, and syntactic rules that live in a shared context of social and cultural conventions. The young e-commerce world still
lacks this rich background, and we are still far from really achieving the vision of a ‘Universe of Network Accessible Information’ - as the Web is defined by the W3C. The existing protocol and hypertext standards appear to be insufficient for the exchange of unambiguous information between network devices - an essential condition for electronic commerce. This is especially true in business between enterprises, where interoperability between different systems, back-end system integration, complex business processes, and
stringent business rules have to be taken into account.

Fonte:http://www-2.cs.cmu.edu/~sadeh/Publications/More%20Complete%20List/OntoWeb%20Challenge.pdf

Histórico dos mecanismos de busca e suas implicações em comunicação e marketing

Autores:
Ms. Rodrigo Goulart
Dra. Sandra Portella Montardo

RESUMO
Este artigo propõe uma discussão sobre a relação entre os mecanismos de busca e as promoções de marca em comunicação digital na web. Nesses termos, apresenta um histórico dos buscadores e, a partir disso, aponta para a sua influência sobre a comunicação digital. Percebe-se a interatividade mútua popularizada em ferramentas da Web 2.0 e suas conseqüências conceituadas em termos de Cauda Longa como o contexto do avanço tecnológico dos buscadores e as respectivas oportunidades surgidas quanto ao seu aproveitamento comercial. A seguir, há a referência a Links Patrocinados e ao Marketing de Otimização de Busca (MOB), em termos de iniciativas de promoção em mecanismos de busca do tipo 2.0, ao Sistema A9, e à pertinência da busca inteligente em blogs em termos de ações condizentes com uma busca do tipo 3.0, que consiste na Web Semântica.

Fonte: http://www.rp-bahia.com.br/biblioteca/hist-midia2005/resumos/R0148-1.pdf

Educação a Distância e a Web Semântica: Modelagem Ontológica de Materiais e Objetos de Aprendizagem para a Plataforma CoL

Autores:
Moysés de Araujo
Maria Alice G. V. Ferreira

RESUMO
Para dar uma nova infra-estrutura para a World Wide Web está surgindo uma nova tecnologia conhecida com Web Semântica, cuja finalidade é estruturar e organizar as informações para buscas mais inteligentes e eficientes, utilizandose principalmente do conceito de ontologia. Este trabalho apresenta uma proposta de modelagem ontológica de materiais e objetos de aprendizagem baseada nas tecnologias da Web Semântica para a plataforma de ensino a distância CoL - Cursos on LARC. Esta proposta estende esta plataforma adicionando-lhe a capacidade de organizar e estruturar seus materiais de aprendizagem, de forma a que pesquisas mais “inteligentes” e estruturadas possam ser realizadas nestes materiais e propiciando a possibilidade de reutilização de seu conteúdo.

Fonte: http://www.pcs.usp.br/~interlab/artigoWebSemantica4.pdf

Reduction of price dispersion through Semantic E-commerce : A Position Paper

Authors:
Tanya Gupta
Abir Qasem

ABSTRACT
The emergence of semantic web opens up boundless possibilities by enabling software agents to intelligently reason about its content. Over 300 million searches are conducted everyday on the Internet by people trying to find what they need. A majority of these searches are in the domain of consumer ecommerce, where a web user is looking for something to buy . This represents a huge cost in terms of people hours and an enormous drain of resources. Agent enabled semantic search will have a dramatic impact on the precision of these searches. It will reduce and possibly eliminate information asymmetry where a better informed buyer gets the best value. By impacting this key determinant of market prices semantic web will foster the evolution of different business and economic models. We submit that there is a need for developing these futuristic models based on our current understanding of e-commerce models and nascent semantic web technologies. We believe these business models will encourage mainstream web developers and businesses to join the “semantic web revolution.”

Fonte: http://semanticweb2002.aifb.uni-karlsruhe.de/proceedings/Position/gupta.pdf

A Web 2.0 comercial no Brasil

Como a aplicação comercial de serviços de Web 2.0 impulsionou a
formulação de um novo modelo comercial na internet brasileira

Autor: Guilherme Dias Felitti

TEMA
O surgimento da mídia eletrônica por si só introduziu novas características para a transmissão, reprodução e interação com conteúdo graças à falta de linearidade experimentada pela hipermídia e ausente nas mídias falada, escrita e visualizada. Outra possibilidade que ascendeu com a maior penetração da internet foi a capacidade de o próprio usuário desenvolver seu próprio centro de conteúdo para atingir um nicho específico da internet, sem precisar arcar com grandes investimentos associados com meios como jornais, canais de TV e estações de rádio. O conceito de Web 2.0 “oficializa” a formação de nichos de conteúdo específicos na internet ao oferecer ao usuário ferramentas de fácil acesso e uso por meio da conexão banda larga.
Este projeto estudará a viabilidade comercial de serviços que carreguem características de Web 2.0 dentro do atual mercado de internet.

Fonte: http://felitti.files.wordpress.com/2007/01/gfelitti_tidd_projeto.pdf

E-Commerce and Trust Measures

Developing and Validating Trust Measures for e-Commerce: An Integrative Typology

Autors: D.Harrison McKnight, Vivek Choudhury and Charles Kacmar

Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainty about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays a central role in helping consumers overcome perceptions of risk and insecurity. Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice—behaviors essential to widespread adoption of e-commerce. Therefore, trust is critical to both researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust, making it difficult to compare results across studies. This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce. The model includes four high-level constructs—disposition to trust, institution-based trust, trusting beliefs, and trusting intentions—which are further delineated into 16 measurable, literature-grounded subconstructs. The psychometric properties of the measures are demonstrated through use of a hypothetical, legal advice Web site. The results show that trust is indeed a multidimensional concept. Proposed relationships among the trust constructs are tested (for internal nomological validity), as are relationships between the trust constructs and three other e-commerce constructs (for external nomological validity)—Web experience, personal innovativeness, and Web site quality. Suggestions for future research as well as implications for practice are discussed.(Trust; Trusting Beliefs; Trusting Intentions; Institution-Based Trust; Disposition to Trust; e- Commerce; Measure; Site Quality; Disposition; Nomological Network; Web Vendor)

Fonte: http://www.bus.iastate.edu/mennecke/434/S05/TrustScaleISR.pdf

E-Commerce and Business Models

Business Models for Internet based E-Commerce:An Anatomy

Autor: B Mahadevan

Abstract

The success of Internet based businesses in the Business to Customer segment in recent years is an indication of the events to unfold at the dawn of the new millennium. It is widely projected that the Business to Business segment is poised for a spectacular growth. However, a consistent definition and a framework for a business model for the Internet based business is still non-existent. This paper is an effort to fill in this gap.

We propose a three dimensional framework for defining a business model and apply it to the emerging market structure. Furthermore, we also identify certain factors that would guide organizations in their choice of an appropriate business model. We also identify possibilities for further theory building in this area.

Fonte: http://www.iimb.ernet.in/~mahadev/bmodel.pdf