Behavioral Assumptions Underlying Business ModelsOf Retail E-Commerce Ventures

摘要

This paper focuses on two research questions: (1)rnWhat assumptions regarding changes in online consumerrnbehavior are implicit in the business models of retail ecommercernventures? (2) Based on potential matchrnbetween a business model’s assumptions and anticipatedrnconsumer response, what generalizations can be madernabout the potential success of retail e-commerce ventures?rnAn interpretive framework that helps answer thesernquestions is presented.