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1、.HistoryEnglishentrepreneurMichaelAldrichinventedonlineshoppingin1979・HissystemconnectedamodifieddomesticTVtoareal-timetransactionprocessingcomputerviaadomestictelephoneline・Hebelievedthatvideotex,themodifieddomesticTVtechnologywithasimplemenu-drivenhuman-computerinterface,wasa
2、'new,universallyapplicable,participativecommunicationmedium一thefirstsincetheinventionofthetelephone/Thisenabled'closed'corporateinformationsystemstobeopenedto'outside'correspondentsnotjustfortransactionprocessingbutalsofore-messagingandinformationretrievalanddissemin且tion,later
3、knownase-business・Hisdefinitionofthenewmasscommunicationsmediumasfparticipative'wasfundamentallydifferentfromthetraditionaldefinitionsofmasscommunicationandmassmediaandaprecursortothesocialnetworkingontheInternet25yearslater.InMarch1980hewentontolaunchRedifon'sOfficeRevolution,
4、whichallowedconsumers,customers,agents,distributors,suppliersandservicecompaniestobeconnectedon-linetothecorporatesystemsandallowbusinesstransactionstobecompletedelectronicallyinreal-time.Advantages1・ConvenienceOnlinestoresareusuallyavailable24hoursaday,andmanyconsumershaveInte
5、rnetaccessbothatworkandathome・Otherestablishmentssuchasinternetcafesandschoolsprovideinternetaccessaswell.Incontrast,visitingaconventionalretailstorerequiresti?且velandmusttakeplaceduringbusinesshours.Intheeventofaproblemwiththeitem(e.g.,theproductwasnotwhattheconsumerordered,th
6、eproductwasnotsatisfactory),consumersareconcernedwiththeeaseofreturninganiteminexchangeforeitherthecorrectproductorarefund.Consumersmayneedtocontacttheretailer,visitthepostofficeandpayreturnshipping,andthenwaitfor且replacementorrefund.Someonlinecompanieshavemoregenerousreturnpol
7、iciestocompensateforthetraditionaladvantageofphysicalstores・Forexample,theonlineshoeretailerZappos.comincludeslabelsforfreereturnshipping,anddoesnotchargearestockingfee,evenforreturnswhicharenottheresuItofmerchanterror.(Note：IntheUnitedKingdom,onlineshopsareprohibitedfromchargi
8、ngarestockingfeeiftheconsumercancelstheirorderinaccord
