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EC EC

Chapter 4 ??????????????????. 4-2. ????????????. ????????:??????????????????????????????????????,???????????????,???????????4.1???EC????????????????. Chapter 4 ??????????????????. 4-3. . ??(??????)??:????????????????:?????????,????????EC?????????:??????????????,???????????????????:????????

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EC EC

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    1. 1 ???????????? ?????????????? ???????????????? ???????????????? ???????????? ??EC??????????? ??EC?????????

    2. Chapter 4 ?????????????????? 4-2 ???????????? ????????: ??????????????????????????????????????,???????????????,?????????? ?4.1???EC????????????????

    3. Chapter 4 ?????????????????? 4-3 ??(??????)??:???????????? ????:?????????,????????EC??? ??????:??????????????,??????????????? ????:?????????

    4. Chapter 4 ?????????????????? 4-4

    5. Chapter 4 ?????????????????? 4-5 ???? ???????????:??????????????? ??????: ????????????????????????????????????????????????????????????????????????????????????

    6. Chapter 4 ?????????????????? 4-6

    7. Chapter 4 ?????????????????? 4-7 ??????: ??????????????: ????: ?EC???,???????????????,???????????????????????????? ??/???? ??????: ?????????????,????,???????????

    8. Chapter 4 ?????????????????? 4-8 ???? ????????????????????????,??????????????????????(????)????????????????

    9. Chapter 4 ?????????????????? 4-9 ????:???? ?????,?????????,??????????????????????????????????????????????????????????????????????????????????????EC????????????????

    10. Chapter 4 ?????????????????? 4-10 ?????????? ????????????????????,??????????????????,?????????: ???:??????????????????????? ???:????????????????????????

    11. Chapter 4 ?????????????????? 4-11 ???:????????????(????????????????)??? ???:????????? ???:?????????????

    12. Chapter 4 ?????????????????? 4-12 ???????? ??????????,??????????? ,(1)????,(2)????,(3)???????,(4)?????,(5)????? ?????????,???????????????????,????????????????????,?????????????????????????? ??????,???????????????(???)?????????????????:????????????

    13. Chapter 4 ?????????????????? 4-13 ?????????????????????????????,????????????????(???),?????????????????,????????????????????????????????????????????????,????????,???????,??????? ??????????,??????????????

    14. Chapter 4 ?????????????????? 4-14 ??????????? ???????????O’keefe ?McEachern(1998)?????????????,??????????(CDSS)???????????????CDSS????????,CDSS???????????

    15. Chapter 4 ?????????????????? 4-15

    16. Chapter 4 ?????????????????? 4-16

    17. Chapter 4 ?????????????????? 4-17 EC?????????? EC????????????????????????????????EC??????????????,??????????????????????

    18. Chapter 4 ?????????????????? 4-18 ?????????

    19. Chapter 4 ?????????????????? 4-19 ???????? ??? ???? ????? ??

    20. Chapter 4 ?????????????????? 4-20 ??? ???(personalization)??????????????????,???????????????????,????????????(user profile)????,???????????????????????????

    21. Chapter 4 ?????????????????? 4-21 ??????????????????,??????????????????????: ??????????:????????????????????????? ????????:???????????,????????????????????????(cookie) ?????????:??,amazon.com?????????,????????????????CD ??????:???????????????????

    22. Chapter 4 ?????????????????? 4-22 ???? ?????????????????????,?????????????????? ?????????????????????????????????: ?????????: ??????????35?,????????10???,???Jeep Cherokee?????,????Mazda Protege??????? ????????? ?????????

    23. Chapter 4 ?????????????????? 4-23 ????? ?????(customer loyalty)????????????????,????????????????????????????????????????,??:???????????????????????,??????,?????????????????????????????,???????????????????

    24. Chapter 4 ?????????????????? 4-24 ?EC??? ??????????????,?????????????????????????EC????????????????????? EC????: EC???????4.4?

    25. Chapter 4 ?????????????????? 4-25

    26. Chapter 4 ?????????????????? 4-26 EC???? ???????????????????????????????????????,??????????????,??????,??????????????????????????????????????????????????????????????

    27. Chapter 4 ?????????????????? 4-27 ???? ???????????????????????????????????????????????????--????????????????????????,??4.3?

    28. Chapter 4 ?????????????????? 4-28

    29. Chapter 4 ?????????????????? 4-29 ???EC????????? ????????????????:???????????????????????? ???????????????????????-- ???????????????????????????????????????????????????????????????????????

    30. Chapter 4 ?????????????????? 4-30 ???????? ?????????????????????(?????????)??????????????????????????????

    31. Chapter 4 ?????????????????? 4-31 ??????????? ???????????; ????????????????; ??????????; ??????????;???????; ???????????????,???????; ????????????; ????????????; ??FAQs?????; ??????

    32. Chapter 4 ?????????????????? 4-32 ???????? ?????????(????????),????(?????????,????,???,?????)? ???????????????????,???????,??????????,???????????????????

    33. Chapter 4 ?????????????????? 4-33 ?????? NPD??????15,000???????????????????;Greenfield Online????????????,?????????????????? ??????????????,???????????(????????????),??????????????

    34. Chapter 4 ?????????????????? 4-34 ?????? ????????????,??????????,??????????????,????????????????? ???? (transaction logs): ?????????????????,????????????????,?????????????,??????????,??????????,???????,????????????

    35. Chapter 4 ?????????????????? 4-35 Cookies??????????: Cookies??????????????,??????,cookies???????????????,????????,cookies??????????????

    36. Chapter 4 ?????????????????? 4-36 ??B2C???? ??Inmon(2002),B2C???????????: ?????????????? ?????????? ?????????????? ??????????????????? ????????????????????? ????????????????,????????

    37. Chapter 4 ?????????????????? 4-37 ????????????????? ?????????(?)???? ?????????????? ??????????????? ??????????? ???????????

    38. Chapter 4 ?????????????????? 4-38 ????????? ????????????????????,????????????,????????????????,???????????????????????????? ?????????????????????????????????? ??,??????????,??????????????,????????????????????

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