Chapter 2

Chapter 2
Review of Related Literature
            This review consists of books, articles, documents that focus on the same subject matter or other concepts of the study.
Foreign Literature
            The web has become an opportunity for the educational part of our society. This E-commerce is sited as any form of business transaction in which the parties interact electronically rather than by physical exchanges or direct physical contact (Aldin, Brehmer & Johansson, 2004). This has transformed the traditional commerce and enhanced exchanges of information.   It is not just considered as single entity of technology but a combination of technologies where applications and processes are necessary to do business electronically.
Consideration of the websites design and operations are dependent upon the nature of business activities and target clients. According to Burleson (2005), a website must be simple and focused site to succeed. One that is easy to build, maintenance-free, low cost, trustworthy, and a powerful traffic-builder and client-converter. Having the right tool and the right services alone doesn’t ensure the success of the website. To be effective, the Website must be designed with the target audience as foremost consideration. Website designers must balance design considerations and capabilities with client objectives and the customer’s level of understanding in the modern technology (Geissler, 2001).

Local Literature
In the Philippines, e-commerce is mostly being implemented by major retailers and multinational corporations for bank-to-bank exchange. A number of Business-to-consumer transactions have emerged through the years such as auctions, online shopping, and online banking (Lacson, Pasadilla, 2006). This just shows that Filipino businesses welcome this new opportunity in selling goods since 16% of the population is using Internet. This new marketing strategy will not only benefit those big companies but also the small businesses who cannot...