Improving the Shopping Experience in B2C E-Commerce Systems using Rich Internet Applications

Improving the Shopping Experience in B2C E-Commerce Systems using Rich Internet Applications

Giner Alor-Hernandez (InstitutoTecnologico de Orizaba, México), Victor Manuel Hernandez-Carrillo (InstitutoTecnologico de Orizaba, México), Jorge Fernando Ambros-Antemate (InstitutoTecnologico de Orizaba, México) and Luis Alfredo Martinez-Nieves (InstitutoTecnologico de Orizaba, México)
DOI: 10.4018/978-1-4666-1619-6.ch004
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One of the main uses of the internet is e-commerce. Companies conducting business online across a broad range of consumer goods and services from books to travel are operating in an increasingly competitive environment. Rich Internet Applications (RIAs) are a new generation of internet applications. RIAs combine the advantages of desktops and Web applications. RIAs incorporate behavior and features of desktop applications such as animations, multimedia content and client-side computing. In Web applications, RIAs allow to the users to do interactive data exploration through visual attractive interfaces. RIAs solve disadvantages presented in traditional Web applications like continuous updating Web pages and processing overload on Web server. Therefore in a software development context, the RIAs have a great acceptance as solution in data-processing. RIAs can improve the experience of moving through an e-commerce application by removing extra navigation steps, reducing interface complexity, and presenting relevant, meaningful information to the user in the most appropriate visual format. Advances available with RIAs are enhancing the customer experience, driving revenue, and increasing customer loyalty. In this book chapter, the authors cover the reasons for incorporating RIAs in B2C e-commerce systems.
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RIAs can improve the overall client experience and provide the continuity that is lacking in many of today’s e-commerce Web sites. Today, when a customer arrives at a Web site and he is faced with the task of finding a product, there are really two ways this can be accomplished, by browsing or searching. If the Web site has a relatively small or highly focused product offering, browsing can be an effective way to navigate. However, if the retailer offers a wide variety of products, particularly ones with very different characteristics, then searching may be a more effective option. A well designed RIA provides the consumer with a seamless shopping experience, visually guiding the user from one step to the next. In addition, specific RIA-driven tools can be used to enhance the e-commerce experience, these include: 1) Product Selectors that help users sift through large volumes of data and easily narrow results down to just their area of focus; 2) Configurators allow users to build and configure their own products and to immediately visualize the customizations that they have made, 3) Integrated Video, many fashion retailers today are exploring adding captured video from fashion shows to their Web sites for consumers to view at their leisure. This presentation of complete looks, often with overlays that provide detailed product info and a “buy it now” option, encourages the purchase of multiple items at once; and finally 4) Streamlined Shopping Cart, from the initial impulse to buy, a shopper generally has to complete a series of steps that require Web pages to be submitted and loaded just to add an item to his cart. This process can be frustrating and can easily lead the buyer to become distracted and dropping out. Making small improvements that help users place items into their carts, switch back and forth between the cart and the store, and process their transactions, can help shave several percentage points off the abandonment numbers. As well, adding features such as drag and drop item selection, slide-out shopping carts that are always present, and advanced single-screen checkouts for more tech savvy users will help improve the overall shopping experience.

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Editorial Advisory Board
Table of Contents
Chapter 1
Willy Picard
The goal of this chapter is to explore potential IT support for collaborative networked organizations encompassing both the service and network... Sample PDF
Agile Service-Oriented E-Business in a Collaborative Networked Environment
Chapter 2
Yi Wan, Ben Clegg, Prasanta Kumar Dey
In the global Internet economy, e-business as a driving force to redefine business models and operational processes is posing new challenges for... Sample PDF
A Framework for Enabling Dynamic E-Business Strategies via new Enterprise Paradigms and ERP Solutions
Chapter 3
Alberto Sardinha, Ruy L. Milidiú
As the Internet helps mediate millions of transactions in electronic markets, research work on automated trading agents is helping humans improve... Sample PDF
Electronic Markets and Multiagent Systems
Chapter 4
Giner Alor-Hernandez, Victor Manuel Hernandez-Carrillo, Jorge Fernando Ambros-Antemate, Luis Alfredo Martinez-Nieves
One of the main uses of the internet is e-commerce. Companies conducting business online across a broad range of consumer goods and services from... Sample PDF
Improving the Shopping Experience in B2C E-Commerce Systems using Rich Internet Applications
Chapter 5
Arash Najmaei
Today’s world of business is increasingly witnessing exemplary firms which introduce new business models, exploit new markets and disrupt... Sample PDF
Business Model: Strategic Logic of Disruptive Innovation
Chapter 6
Yucan Wang, Andrew Greasley
The chapter discusses both the complementary factors and contradictions of adopting ERP based systems with enterprise 2.0. ERP is characterized as... Sample PDF
The Contradictions and Complementarities of Combining ERP Systems with Enterprise 2.0 Supported Informal Systems
Chapter 7
Michelle Berzins
This chapter highlights the risks and benefits of transacting business within a virtual environment. It becomes evident that e-business has changed... Sample PDF
Scams and the Australian E-Business Environment
Chapter 8
Rita E Ochuko, Andrea Cullen, Daniel Neagu
Electronic banking (E-banking) systems provide a promising solution for breaking geographical, industrial, and regulatory barriers. Improved... Sample PDF
E-Banking Operational Risk Management using Soft Computing Tools
Chapter 9
Kahkashan Tabassum, Asia Sultana, Avula Damaodaram
The growing demand for wireless technology and related applications has impelled companies to invest profoundly in a wide range of wireless products... Sample PDF
Ubiquitous, Mobile and Pervasive Services: A Multicast Strategy for Consistent Data Distribution in M-Commerce
Chapter 10
Huong Ha
Given the nature of the e-market, both regulatory and self-regulatory measures have been employed by Australia to protect e-consumers. However, the... Sample PDF
Online Security and Consumer Protection in Ecommerce An Australian Case
Chapter 11
David A. Marca
If prolonged economic downturn causes further mass market evaporation, then future e-Business survival may depend on correctly understanding and... Sample PDF
Social Networks and e-Business: Architecture Implications of Dynamic Niche Markets
Chapter 12
Decebal Popescu, Nirvana Popescu, Ciprian Dobre
Public administration is subject to major changes affecting many countries, such as the need to implement the European Union Services Directive... Sample PDF
E-Frameworks to Optimize Public Administration Services
Chapter 13
Ritesh Chugh, Srimannarayana Grandhi
E-tailing is gaining momentum in Australia as traditional retailers are moving towards the adoption of a clicks and bricks strategy. Electronic... Sample PDF
E-Tailing: A Snapshot of Australia’s Top 25 Retailers
Chapter 14
R. Todd Stephens
In this chapter, the author takes a look at how organizations can integrate Social Media technology into their current electronic commerce... Sample PDF
Integrating Social Media into Electronic Commerce Applications
Chapter 15
Ronan de Kervenoael, Christophe Bisson, Mark Palmer
This chapter investigates the conflicting demands faced by web designers in the development of social e-atmospherics that aim to encourage e-value... Sample PDF
Web Designers, Social E-Value Creation and E-Business Planning: Understanding Resistance from Conflicting Demands
Chapter 16
Denis S. Ushakov
In the present conditions of the world economy development, the efficiency of traditional measures of governance is significantly reducing. The... Sample PDF
The State Economical Regulation Practice Modernization in Terms of Business Digitalization
Chapter 17
Hakikur Rahman, Isabel Ramos
Despite being accepted by corporate entrepreneurs and large business houses around the globe, the adaptation of strategies and concepts belonging to... Sample PDF
Open Innovation in SMEs of Developing and Transitional Economies
Chapter 18
Nixon Muganda Ochara, Kirstin Krauss
This chapter elevates the need to enhance global understanding of how the e-business and e-commerce artifact is unfolding in developing countries in... Sample PDF
Towards a Collaborative E-Business Vision for Africa
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