مقاله انگلیسی چارچوبی مفهومی و یک مدل توسعه یافته SOA برای تجارت الکترونیکی مشتری مدار

Value creation in e-commerce is dominated by business-oriented approaches. For example, the two basic types of e-commerce, B2B and B2C, aim at business cooperation or exchanges and increased sales, respectively. The tacit assumptions here are that business firms know (better) customers’ needs and value comes for the business firm and the customer alike through the improvement of the business processes. A shift in the conceptualization of value creation from business-oriented to consumer oriented approaches is taking place gradually in the recent literature. The consumer is recognized as a “co-creator of value” and the business firm as a “service provider”, which operates to provide benefit (i.e. “service”) to the consumer. The value for the consumer derives from the combination of service elements that usually come from different providers, because of the complex nature and the diversity of people’s needs. The role of the business firm is to support the consumer in creating value by enabling his participation in value creation and by producing products and services as the pre-conditions for value creation. This chapter contributes in the development of consumer-oriented e-commerce, that is ecommerce models that focus on the needs of the consumer (the end-customer, the individual), by providing a conceptual framework and an extended SOA model. The purpose of consumer-oriented e-commerce is to empower the consumer in the creation of value according to his personal preferences and needs by composing service from different business firms. Consumer-oriented e-commerce is based on the conceptualization of service, which attracts multidisciplinary interest, and a consumer-oriented ideology that reverses the traditional, business-oriented value creation concepts. The conceptual framework considers service as a collaborative knowledge-based process for value creation. The extended SOA model suggests the use of SOA beyond operational practices for the integration of business processes and the interoperation of information systems and considers the strategic impact of SOA for the development of innovative business models in electronic markets. The extended SOA model can become the technological underlay for the composition of service and value from different business providers and Semantic Web Services can become a key enabling technology in this effort.

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