1. Introduction: In the past few years, the world saw lots of changes in online retailing. In this B2C e-commerce model, the combination of screen-to-customer interfaces, network effects, real-time competitive responses, and one-to-one customization leads to "value increases" for both the customer and the firm. In general, more and more customers can use online shopping with confidence, while more and more companies recognized that online retailing is no longer an option but a business requirement. …showed first 75 words of 1584 total…

…showed last 75 words of 1584 total…the etailers are competing in offering what consumers want when they shop online. Even though only a few players like Amazon.com and Barnes & Noble are sharing the most market, but the competition is still fierce. In this market, it is not important for who you are-a pure player or traditional retailer seek business online. The only thing is who can understand consumers best and offer what they want will win at last.