An IC-System to Apply Push Concepts in E-commerce Transactions

Am ajor problem ofe-commerce is the high rate of customer initiated abortions of processes. It may be solved by the implementation of a Push System that supports the webshop. One major module of the Push System is the Pushflow Manager that proactively l eads customers through their processes by taking over tasks or triggering following activities. Its theoretical background, the Push Concepts, prototype implementation as well as transfer into practical surroundings are presented. One problem for enterprises in e-commerce is the one-sided control of processes by customers, accordingt o pull principles. He/she pulls informationf rom the internet, requests offers, specifies his/her desires, compares different options and finally sends an order to initiate the transaction. Both, in a single transaction and in a longer customer relationship, the supplier reactsm ore than he c an a ct. In particular there are interruptions (" stoppages ") in every single process. At these points the supplier has to wait for the customer's actions [GaRi01]. If the supplier aligns his e-commerce offer to Push Principles, he has the possibility to overcome stoppages with automated Push Oriented Activities provided by an IC-System (Information and Communication System). These support customers by individual and proactive activities andmake it possible for the supplier to take over the control of the e-commerce processes at the same time. In Push Concepts the buying process of customers in e-commerce is seen as a service process, with the customer as active partner. He/she interacts with the service potential of the supplier: the contents and process structure ofh is website. The crucial idea of PushActivities is the following: The supplier tries to anticipate