인터넷과 경영 이베이 경영전략(영문)

인터넷과 경영 이베이 경영전략(영문) [인터넷과 경영] 이베이 경영전략(영문).docx 목차 Ⅰ Introduction Ⅰ-1 Abstract Ⅰ-2 Theory Ⅰ-3 Company overview Ⅱ EBay Ⅱ-1 Trustworthiness of the Internet Trading Partner at EBay Ⅱ-2 Trustworthiness of the Internet as a Trading Channel at EBay Ⅱ-3 Business Environment and Regulations for Electronic Commerce Ⅱ-3-1 In U.S. Ⅱ-3-1 In U.K. Ⅲ Conclusion Ⅳ Reference 본문 Ⅱ-1 Trustworthiness of the Internet Trading Partner at EBay EBay Rating System EBay, already taking into consideration the importance of reciprocal trust between buyers and sellers from the beginning of the business, EBay had established some trust gadgets to build trust among them. EBay had a feedback rating system in which buyers can give positive, negative, or neutral ratings to sellers and also sellers can do the same for buyers. Up until the beginning of 2008, the feedback system has been reciprocal. Buyers could flag sellers as deadbeats, slow shippers or untrustworthy, and sellers could also flag buyers who didnt pay or who took too long to pay if needed. Having a 100% positive feedback record on both sides has been a prized, honored status that let people know immediately that party could be trusted to buy or sell. However, as of February 20, 2008, sellers were no longer able to rate buyers, to be more exact, sellers can leave some feedbacks for buyers but it can only be positive. Announcing the change in the feedback rating system, EBay claimed that negative feedback drives buyers away. Buyers who received negative feedback from sellers, they would leave EBay to never come back. Also, what made the problem even worse way that the reciprocal rating system had a tendency to encourage retaliatory rating between buyer and seller or seller and buyer (that one bad rating begets another, in other words). Now that sellers are not allowed to give feedback to buyers, EBay had to come up with some way to protect sellers from tyranny of few inconsiderate buyers who unreasonably give sellers negative feedbacks. Sellers also have to have some information about the buyer to assess the trading partner’s trustworthiness, to decide whether they would like to engage in the transaction with them. As a solution EBay has established several new systems to support sellers in place the previous rating systems. Those are; •Sellers can add buyer requirements to their listings to prevent unwanted bidders Sellers can block buyers with too many policy violations, unpaid items, or who arent registered with PayPal. This can help sellers dramatically reduce their number of unpaid items. •Sellers can require buyers to pay right away by using `Buy It Now’, sellers can require buyers to pay you immediately using PayPal. •Sellers have an easy way to report problems with buyers Sellers can use the `seller reporting hub’` to report an unpaid item, Feedback extortion, or any other problem with a buyer. EBay investigates all reports and will remove any negative or neutral Feedback thats in violation of eBay policy. •Providing enhanced Feedback protection for unpaid items In addition to removing Feedback left by buyers who dont respond to an unpaid item report, EBay also removes negative and neutral Feedback when there is a response but its clear that the buyer didnt intend to complete the transaction (for example, if they bought the item elsewhere or had a family emergency). •Proactively looking for Feedback abuse and take action against it For example, eBay investigates buyers who leave positive Feedback but low Detailed Seller Ratings. •Removing Feedback from suspended buyers Buyers who are suspended for Unpaid Items or other policy violations arent allowed to leave negative or neutral Feedback. We remove all neutral or negative Feedback left by suspended buyers so it wont negatively affect sellers reputations. •Educating buyers For example, if there are problems with a purchase, EBay ask the buyer to contact the seller directly to try to work things out before leaving Feedback. In the changed system, pretty much everything is the same for buyers, except that the rates they can give the sellers have gotten for precise; from three levels of negative, neutral, positive to five levels of five stars. However, for sellers, instead of giving buyers feedbacks, they can choose to engage in the transaction with the buyers who they thing are trustful through buyer requirements and protect themselves 본문내용 the Internet Trading Partner at EBay Ⅱ-2 Trustworthiness of the Internet as a Trading Channel at EBay Ⅱ-3 Business Environment and Regulations for Electronic Commerce Ⅱ-3-1 In U.S. Ⅱ-3-1 In U.K. Ⅲ Conclusion Ⅳ Reference Ⅰ Introduction Ⅰ-1 Abstract It is nearly undisputable that trust is the most critical issue regarding online transactions especially in case of B2C or C2C. However, when the issue 참고문헌 Ⅳ Reference The web of EBay http://www.ebayinc.com http://www.ebay.com http://www.ebayinc.com http://pages.ebay.com/services/forum/sellerprotection.html http://profy.com/2008/01/31/ebayfeechange http://pages.ebay.com/services/forum/sellerprotection.html http://www.ebayinc.com Ebay strategy blog by scot wingo http://ebaystrategies.blogs.com/ebay_strategies/ 2009, Javelin strategy and research, a research company in USA Wikipedia, FTC http://en.wikipedia.org/wiki/Federal_Trade_Commission Federal Trade Commission, http://www.ftc.gov/ftc/about.shtm National Conference of State Legislatures http://www.ncsl.org/default.aspx?tabid=13484