Amazon.com: The New and Unparallel Bookbuying Experience
The Web technology has changed our lives, allowing us not just to buy life’s necessities online but also opening entire realms of knowledge, as well as completely new shopping experience. In addition, the Web technology has also changed the way marketers approach marketing. Historically, marketers built brands slowly, over time by investing in mass-media advertising, e.g., TV, print, radio, and transit advertisements such as billboards and bus shelter posters, etc. But the internet is changing the meaning of a brand, the nature of brand loyalty and the effectiveness of traditional branding investments made by marketers. It has ushered the concept of borderless markets. Bookseller Amazon.com, Inc., a Seattle-based company, introduced to the world as the first well-known Web retailer, offering educational and informative products, and book selling business, was first established in July 1995 with a mission to use the Internet to transform book buying and shopping an enjoyable experience, as merchandizes are conveniently available at our fingertips. Amazon.com, one of the premier merchants on the Internet, first started with around 400 square feet of space, and today has a floor of 3 million square feet (in both United States and Europe). Amazon.com devised a multimedia marketing push that became overnight the blueprint for internet retailing, first it was books, then music and video, and followed by gifts. Amazon.com has established a everywhere presence on Web sites, both big and small to attract Web shoppers, and give consumers a satisfying, convenient shopping experience, unparalleled online or off. In fact, Amazon.com offers a selection of over 9 million titles, which are currently in print, as well as everything listed in the “Books Out of Print”. That is about more than 450 times the 20,000 to 40,000 titles one might expect at a typical neighborhood bookstore. This paper attempts to analyze the online book-buying experience and the secrets behind Amazon.com’s success.
||Amazon.com, Online Bookstores, Virtual Bookstores, e-Business
The International Journal of Technology, Knowledge and Society, Volume 3, Issue 1, pp.67-78.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 955.707KB).
Cataloguing Librarian, Assistant Librarian, Cataloguing Section, Lingnan University Library, Hong Kong
Mr. Patrick Lo is currently a candidate of Doctor of Education (EdD), at Bristol University (UK). He has a Master of Arts in Design Management (MA) from Hong Kong Polytechnic University (2004), a Master of Library and Information Science (MLIS) from McGill University (Canada; 1994), and a Bachelor of Fine Arts (BFA) from Mount Allison University, (Canada; 1992). Mr Lo is efficient in: Cantonese Chinese, Mandarin Chinese (Putunghua), English and German. 1996-2007, Mr Lo was seving as Cataloguing Librarian at Lingnan University Library (Hong Kong). 2003-06, Mr. Lo was also serving as the Coordinator of the Library as Cultural Centre activities at Lingnan University Library. Mr. Lo's professional affiliations include the following:
(1) 1999-2006 - Secretary of JULAC-HKCAN (Hong Kong Chinese
Name Authority) Workgroup.
(2) 1993-2006 - Representative of Lingnan University Library
(Hong Kong) for the Hong Kong JULAC-BSC (Bibliographic
(3) 2004 - present - Member of CALIS (China Academic Library
and Information System) Unicat Expert Group.
Mr. Lo has presented close to 40 research papers and project reports focusing on humanities, education, and library science at different local and international workgroup meetings, seminars, conferences, including: Mainland China, Hong Kong, Germany, Austria, France, Italy, Japan, United States, Korea, and Sweden; including presenting at:
(1) The Library of Congress (U.S.),
(2) Austrian National Library (Vienna),
(3) University of Vienna,
(4) National Library of France (Paris),
(5) National Institute of Informatics (Japan), etc.
Mr. Lo’s recent professional activity includes presenting “Using Outsource Data of Digital Resources in Creating Our Own Bibliographic Records: Lingnan University Library’s Experience in Converting Naxos Music Library and Spoken Word Library Online Titles to MARC Records” at the 72nd IFLA (International Federation of Library Associations and Institutions) Conference in Seoul, Korea, in August 2006: http://www.ifla.org/IV/ifla72/papers/123-Tam_Lo-en.pdf
Mr. Lo's research interests include: latest developments of Metadata, Chinese authority works, and cataloguing among Chinese libraries in Asia and North America; exploring potentials for resources sharing among Chinese libraries in
Asia; future development and enhancement of bibliographic records; users’ interaction with the online catalogue; Western classical music, especially Italian operas, vocal music of German Post-Romantic period, Lieder (German art
Award(s): Most Active Presenter Award of HKIUG (Hong Kong Innovative Users Group) Annual Meeting in December 2006.
Recent Activity: serving as Reporter of Recent Serials Publications in China of Fontes Artis Musicae Journal.
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