1. Introduction:
In the past few years, the world saw lots of changes in online retailing. In this B2C e-commerce model, the combination of screen-to-customer interfaces, network effects, real-time competitive responses, and one-to-one customization leads to "value increases" for both the customer and the firm. In general, more and more customers can use online shopping with confidence, while more and more companies recognized that online retailing is no longer an option but a business requirement.
The United States is by far the global leader in the B2C e-commerce arena. …
