ماتریس ارزش تجارت الکترونیک و مدل مورد استفاده : روش هدف محور برای استخراج الزامات برنامه B2C

We developed a goal-driven methodology for eliciting and modeling the requirements of a business-to-consumer application. It has two phases: e-commerce strategy formulation and eliciting system requirements. In the first phase, an EC value matrix is used to develop a strategy and value-adding services for a business and then necessary customized requirements are identified. In the second phase, a goal-driven approach is used to specify the system requirements based on the strategy. This methodology enables business managers and system developers to develop high-level strategies that improve value activities and obtain competitive advantage, and thereby determine the specifications of the core e-services. To illustrate the methodology, we use a B2C application of an online bookstore. Finally, implications and conclusions are discussed.

With the rapid growth of e-commerce (EC), many transactional activities are now being conducted through the Internet. It has changed the traditional marketplace into one in which the business model is highly complex and requires rapid changes to business strategies, products and services, marketing methods, etc. The complexity has rendered the traditional approach to defining application requirements obsolete. EC websites must be multi-functional, with a strong link to business strategy and incorporate marketing skills [14]. This means that a B2C application must create value, making aligning application development projects with business strategies critical. Several authors [1] and [21] have noted that traditional methodologies, such as structured development and prototyping are inappropriate for EC application development [13] and [26]. According to a survey by Taylor et al. [27], EC application development lacks the specialized and formal methodologies that exist for traditional IS applications. Although several EC application development methods, such as the e-Commerce Development Method [9], Web IS Development Methodology [28], and Internet Commerce Development Methodology [26], have been proposed, very few support all the characteristics of EC applications. These typically involve a conceptual framework that begins with the engineering of the business strategy and ends with the production of a set of graphic tools for modeling and specifying the requirements of an application. However, although such frameworks are useful for understanding the key activities (such as strategy formulation, analysis, work design, and application implementation), they offer insufficient guidelines for eliciting and modeling requirements, and provide little help in integrating the various activities. To address these issues, we developed a goal-driven methodology for the eliciting and modeling of B2C application requirements.

An effective EC application development methodology must include an integrated and seamless method of strategic planning and software development. To achieve this end, we developed a goal-driven methodology that integrates ECVM and a goal-driven use case model for B2C applications. The model, which is derived from CDP and the value matrix, provides a guiding framework for planning and formulating EC strategies effectively. The approach also addresses multi-requirement conflict issues and provides a systematic trade-off solution and requirement analysis for application development. The feasibility of the methodology was illustrated using a real-life case example of YLibcom's online bookstore B2C application. At YLibcom, the methodology provides a template that helped the managers and system developers seamlessly transform a high-level EC strategy into specific system requirements, thus made it easier to create its architecture. It also helped them to address the following critical issues: • What characteristics and segmentations of customers do we have? • What value will be created or provided in the customer decision process? • What core e-services can we provide each customer segment to gain competitive advantage? • How can these core e-services realize the business's EC strategy and goals? Our work has two managerial implications. First, the methodology provides a systemic approach that makes the eliciting and modeling of EC system requirements easier. It integrates several concepts and methods (such as CDP, VCC, ECVM, and a goal-driven use case model) into a requirement eliciting process and allows the seamless definition of customized requirements from EC strategies. Second, the methodology takes both strategic and technical aspects into account, and not only provides e-business managers with a framework to help them develop differentiated EC strategies and gain a competitive advantage, but also helps system designers to translate the core e-services into critical system requirements.