E-commerce - Cape Peninsula University of Technology

Chapter 2: Literature review Page 13
On the customer side of the business, the technologies in the table 2.1 can
be used as tools to better satisfy the unique needs of their customers. These
e-commerce technologies potentially offers new channels for customers to
make purchases (websites), and can improve the in-store experience by
making it more interactive e.g. through touch-screen intranet access, to
display more information about products or to allow customers to browse the
retailers' entire product range (Fisher, 2000).
EOI is used in many sectors but particularly by both small and large retailers
who have the finance available to invest in systems. EOI is mainly used for
ordering and viewing product catalogues/specifications (Browne, Alien,
Anderson, & Jackson, 2001).
According to Birch, Gerbert and Schneider (2000) speed and flexibility are the
key elements for success in e-shopping and these technologies have brought
Birch et aI's view into perspective. VR (Virtual reality) describes the
combination of systems comprising computer processing (PC based or
higher), a building platform for creating 30 environments, and peripherals
such as visual display and interaction devices, that are used to create and
maintain virtual environments. In the context of VR, the attributes of Virtual
environments (VEs) are listed as follows:
• Computer-generated representations of real or imaginary
environments; experienced as three-dimensional via a number of
senses - visual, aural and/or tactile.
• Objects within these environments are independent of the user and
can display real world behaviour.
• The user or users have autonomous control - the freedom to navigate
and interact with objects, using a number of different viewpoints.
• Interaction occurs in real-time; and the users experience feelings of
presence and/or immersion.