Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at

ISSN 07181876 Electronic Version www.jtaer.com

VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Designing Two-dimensional Electronic Business-to-

Consumer Models Map by Fuzzy Delphi Panel
Fateme Keikha1 and Ehsan Sargolzaei2
1 University of Zabol, Computer Engineering Department, Faculty of Engineering, Zabol, Iran, f.keikha@uoz.ac.ir
2 University of Zabol, Computer Engineering Department, Faculty of Engineering, Zabol, Iran,

ehsan.sargolzaei@uoz.ac.ir

Received 12 May 2016; received in revised form 1 December 2016; accepted 15 December 2016

Abstract

Various electronic business-to-consumer models have been presented during the past years with different
classifications. Each of these models has different dimensions. This paper uses expert knowledge to identify
two key dimensions of business to customer models. Each researcher has his own list of business-to-consumer
models, and there are differences in the existing lists. In this paper, some appropriate models are identified
through interview with experts and fuzzy Delphi method for launching a business. The positions of these models
are determined in terms of identified aspects then. Based on the obtained results, ten electronic business-to-
consumer models were specified and the dimensions of the type of product and the type of financial relationship
with the customer were determined to provide two-dimensional map. Then using fuzzy Delphi method, the
position of these models in two-dimensional map was identified.

Keywords: E-commerce, Business to consumer, E-business, Two dimensional model, Fuzzy

Delphi panel, Financial model

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Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

1 Introduction
Number and percentage of goods and services sold on the Internet are rapidly increasing. Every day more
customers use the Internet to find information and buy products online [12], [20]. E-commerce can be defined as
doing business electronically. E-commerce includes electronic trading of physical and intangible goods such as
information, which includes all phases of the business such as online marketing, ordering, payment and delivery
support. E-commerce includes the provision of electronic services, such as after-sales support or online legal advice
and will eventually include electronic support for cooperation between firms, such as collaborative design [17]. In
practice, the applications of web based business models may be classified as Business-to-Consumer (B2C),
Business-to-Business (B2B), Consumer-to-Business (C2B), and Consumer-to-Consumer (C2C) models [22].

The term e-business means doing business electronically which includes e-commerce, e-markets and Internet-based
business and refers to companies whose business transactions with their business partners and consumers are
performed through the Internet [23]. Business model is the architecture of the product, service and flow of
information including a description of the different actors in business and their roles, the potential benefits for
business actors and their income sources [17]. Also Chesbrough & Rosenbloom defined the business model as
exploratory logic that links technical potential to realize the economic value [1].

In fact, business models tell the story about how the company works [10]. A business model considers logic, data
and other documents to support a value proposition for the customer and a viable structure of income and expenses
for the company that provides that value [16]. It can be said that a business model is a conceptual tool including a
collection of objects, concepts and other business relationships to discuss the business logic of a particular company
[11]. A business model is critical for business success. The concept of business model is known as the relationship
between business strategy, process, and IT. Business model is seen as a tool for portraying and evaluating business
logic, especially in the IT industry businesses [20].

Business-to-consumer E-commerce is very useful to improve company productivity. In fact business-to-consumer

commerce means that the company sells the products directly to the customer [14].

Turban states that B2C E-commerce includes retail trades of services and products from business to individual
buyers. In B2C E-commerce, the Value preposition is how a company's services or product meets all the needs of its
customers [18]. B2C E-commerce is the best known type of electronic commerce in which online business is looking
forward to achieving individual consumers [8].

Different frameworks are proposed to design business-to-consumer websites [12], but few studies have been done
on how to choose the right business-to-consumer model based on the features intended by the company that plans
to bring its business to the Internet. In fact, this study examines the position of business-to-consumer models
according to two dimensions so that different companies could determine which business-to-consumer model is
appropriate for them to enter into this field.

So this article can be useful in the preliminary design of a B2C business. It is also possible to understand the
business model of a B2C E-commerce through identifying the financial process used by the business, the type of
information and provided services and products.

To develop a two-dimensional business-to-consumer map, combination of the three methodologies including the
literature review, interviews with experts and Fuzzy Delphi method is used. After studying literature, the results were
discussed during several meetings to finalize the selected models. The fuzzy Delphi method provided by Ishikawa
was used to obtain final consensus.

In the Delphi panel, experts were asked through questionnaires to determine which of the early models introduced by
various researchers were appropriate to set up a B2C business. Models were selected during a semi-structured
interview. In fact, using the Delphi method leaded to a relatively comprehensive consensus among experts on the
appropriate model to set up a B2C business. Models were identified and their positon were determined in terms of
the identified aspects.

The structure of this paper is that in the next section the literature of business-to-consumer models is evaluated. In
the third section, the design of a relational model is presented. The fourth section has developed and analyzed the
position of business-to-consumer models according to two dimensions by the interview and the use of fuzzy Delphi
method. Section five has covered conclusion and suggestions for future research.

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Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

2 Research Background
Various papers have investigated several discussions including how to select revenue model for the business and
ways to design and innovate models in E-business.

The research of Sprenger et al, provides guidelines for managers to reduce uncertainty of their decisions when
designing revenue mechanisms. In fact, they have provided a theory of digital business, consisting of 17 statements
to support management decisions. As a result, managers can quickly respond to the market changes [15].

Giessmann and Legner have also developed an empirical theory to design business models in the field of cloud
platforms. In fact, they have associated and expanded the knowledge of software platform and business model
design [4]. In addition, the research of Eurich et al can serve as starting points in the design of business model
innovation for decision makers [3].

In this section the existing studies are reviewed and the definitions are provided through considering business
models introduced into this study and the features and specifications set for these models.

Various researches in the field of e-commerce have provided different categories and definitions for business-to-
consumer models. Each of these studies based on their approach has provided a different classification of business-
to-consumer models that are sometimes even contradictory with others views.

Turban considers E-retailing equivalent to business-to-consumer trade and has considered it as a business that is
driven by sales. In fact, Turban classifies the models according to their distribution channel used in them into five
categories of direct marketing by mail-order retailers that goes online, direct marketing by manufacturers, Pure-play
e- tailers, Click-and-mortar retailers and Internet (online) malls. Also Turban introduces other models for business-to-
consumer models including Transaction broker, Information portals, Community portal and social networks, Content
creators or disseminators, Viral marketing, Market makers, Make (build) -to-order, B2B2C and Service providers [18].
In previous study of turban, electronic business models are classified into Seventeen categories including Online
direct marketing, Electronic tendering systems, Name-your-own-price model, Find the best price, Affiliate marketing,
Viral marketing, Group purchasing, membership, Online auctions, Product and service customization, Electronic
marketplaces and exchanges, Information brokers, Bartering, Deep discounting, Value-chain integrators, Value-
chain service providers, Supply chain improvers [19].

Also, Laudon classifies business-to-consumer models into eight categories including Virtual Storefront, Information
Broker, Transaction Broker, Online Marketplace, Content Provider, Social network, Portal, Service provider [9]. In an
article presented by Rappa business models are classified into 9 categories based on their characteristics including
Brokerage, Advertising, Infomediary, Merchant, Manufacturer, Affiliate, Community, Subscription and Utility [13].
Also, Hartman & Sifonis and Eisenmann have proposed 5 and 7 business-to-consumer models that are presented in
Table 1 [2], [5].

Weill and Vital have focused on the components building the business model and introduced 8 business model
structures called atom and believe that the business models in the real world are more complex, but in fact they are
a molecule consisting of this atoms. The 8 atoms proposed by them include: Content Provider, Direct-to-Consumer,
Full Service Provider, Intermediary, Shared Infrastructure, Value Net Integrator, Virtual Community and Single Point
of Contact [21].

Laudon and Traver proposed seven models as the main E-business models used in B2C including Portal, E-tailer,
Content Provider, Transaction Broker, Market Creator, Service Provider, Community Provider [8].

A summary of these models introduced into various articles and studies are applied to the present study presented in
Table 1.

With a more detailed look on the models categorized by several articles and researches, it is revealed that some
models are repeated among studies as B2C business model. Having reviewed the literature of each model,
definitions, and descriptions in different studies, we can also see that some of them cover the others. Also there are
some models which are introduced as B2C model only by one paper.

Electronic Storefronts is a web-based store (Webstore); in fact it refers to the website of a company where the
services and products are sold in. The purpose of many Electronic Storefronts is specific industry and finding their
own database on the market. A storefront may belong to a manufacturer, a retailer, a home seller or any other
business [18]-[19]. In fact, Electronic Storefront covers E-training, Virtual Storefront, E-Business Storefront, Online
retailers, E-tailer, Online direct marketing, Direct-to-Consumer models which are mentioned in the table1.

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Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Table 1: Electronic business-to-consumer models and their references

Reference Number of Presented models

models
Turban, 2015 [18] 10 E-Tailing, Transaction brokers, Information portals, Community portal and social
networks , Content creators or disseminators, Viral marketing, Market makers,
Make (build)-to-order, B2B2C, Service providers
Turban, 2008 [19] 17 Online direct marketing, Electronic tendering systems, Name-your-own-price
model, Find the best price, Affiliate marketing, Viral marketing, Group purchasing,
membership, Online auctions, Product and service customization, Electronic
marketplaces and exchanges, Information brokers, Bartering, Deep discounting,
Value-chain integrators, Value-chain service providers, Supply chain improvers
Laudon, 2004 [9] 8 Virtual Storefront, Information Broker, Transaction Broker, Online Marketplace,
Content Provider, Social network, Portal, Service provider
Rappa, 2003 [13] 9 Brokerage, Advertising, Infomediary, Merchant, Manufacturer, Affiliate,
Community, Subscription, Utility
Hartman and Sifonis, 5 E-Business Storefront, Infomediary, Trust Intermediary, E-Business Enabler,
2000 [5] Infrastructure Providers/Communities of Commerce
Weill and Vital, 2001 8 Content Provider, Direct-to-Consumer, Full Service Provider, Intermediary,
[21] Shared Infrastructure, Value Net Integrator, Virtual Community, Single Point of
Contact
Eisenmann, 7 Online Portals, Online Content providers, Online retailers, Online brokers, Online
2001 [2] market makers, Networked utility providers, Application service providers
Laudon and Traver, 7 Portal, E-tailer, Content Provider, Transaction Broker, Market Creator, Service
2016 [8] Provider, Community Provider

Intermediaries by providing value-added activities and services for buyers and sellers play an important role in trade.
The most well-known intermediaries in the traditional trade are wholesalers and retailers. Two major types of online
intermediaries are online brokers and infomediaries. A broker in the e-commerce is a person or a company to
facilitate transfers between buyers and sellers. In the virtual space some intermediaries provide or control the flow of
information, these electronic intermediaries are known as infomediaries. Information flows between the buyer and
seller by infomediaries. Infomediaries are web sites that collect and organize large volumes of data and act as the
intermediary between those who read the data and the ones that provide those [18]-[19]. Thus, according to the
definition, information broker model, brokerage model, Infomediary, Transaction brokers, Trust Intermediary, Online
retailers and online brokers, are categorized as intermediaries.

The phrase Portal is mentioned as similar titles including information portal and online portal, and market maker is
repeated with phrases like market creator.

Community Providers are websites where people with common interests, hobbies or experiences come together and
share their contents. The Internet creates these sites to provide easier meeting and talk to like-minded people
without any geographical boundaries. Community Providers are sites that provide an online environment where
people with similar tastes can trade (buy and sell goods), come together with their like-minded people and obtain
shared information of interest [8]. Community portal and social networks Social network Virtual Community and
Networked utility providers, all have the same definition, concept and applicability area similar to community provider.
Content Provider provides information and entertainment such as newspapers, sports websites, other online
resources that offer users updatable news or purchasing and travel guide. Content providers broadcast information
such as digital news, music, photos, videos and artworks over the web. Paying for content is the second major
source of revenue for business-to-consumer trade [8]. Content provider is mentioned with different names such as
content creator or disseminator and Online Content providers in different studies.

Electronic Marketplace plays a central role in digital economy facilitating the exchange of information, services and
payments. E-marketplaces create economic value for sellers, buyers, market intermediaries and society in a wider
range. An e-marketplace is a virtual marketplace where buyers and sellers meet and conduct a variety of
transactions. Consumers transact goods and services in exchange for money or in exchange for other goods and
services [18]-[19].

Full-Service Provider provides a full range of services in one domain (e.g., financial, health care) directly or by
association of suppliers to its customers. It sometimes goes beyond the proposals of the company and also hosts its
partners. Because they tend to give a complete service to the customer, they might even carry their own competitors'
products. The concept of full service is to provide numerous customer needs at least in one important area of their
lives. Full-Service providers have a primary relationship with the customer, but they are not prohibited from
interacting directly with a supplier or sales representative [21].

Auction is a mechanism that applies a competitive process for the time that a seller requests a tender between the
buyers or a buyer is calling for tenders on the part of the sellers. Prices are dynamically determined by tender.
Auctions are used for products and services that the traditional marketing channels do not work for them. Internet is
an infrastructure to do auctions electronically at a lower cost, with a wide range of support services and a much
larger number of buyers and sellers [18]-[19].
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Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Table 2: Business to consumer business model categorization

No Category of models Representative models References

1 Electronic Storefronts E-Tailing [2], [5], [8], [9] [18],
Virtual Storefront [19], [20]
E-Business Storefront
Online retailers
E-tailer
Online direct marketing
Direct-to-Consumer
2 Intermediary Information brokers [2], [5], [8], [9], [13],
Brokerage [18], [19], [21]
Infomediary
Transaction brokers
Trust Intermediary
Online retailers
Online brokers
3 Portal Information portals [2], [8], [9], [18]
Portal
Online Portals
4 Community Provider Community portal and social networks [2], [8], [9], [13], [18],
Social network 21]
Community
Virtual Community
Networked utility providers
Community Provider
5 Content Provider Content creators or disseminators [2], [8], [9], [18], [21]
Content Provider
Online Content providers
6 Viral marketing Viral marketing [18], [19]
7 Market maker Market makers [2], [8], [18],
Online market makers
Market Creator
8 customization Make (build)-to-order [18], [19]
Product and service customization
9 Electronic marketplace Electronic marketplaces and exchanges [9], [19]
Online Marketplace
10 B2B2C B2B2C [18],
11 Full service provider Service providers [2], [8], [9], [18], [19],
Value-chain service providers [21]
Full Service Provider
Application service providers
12 Online auction Electronic tendering systems [19]
Online auctions
13 Name-your-own-price Name-your-own-price model [19]
14 Find the best price Find the best price [19]
15 Affiliate marketing Affiliate marketing [13], [19]
Affiliate
16 Group purchasing Group purchasing [19]
17 Subscription Membership [13], [19]
Subscription
18 Bartering Bartering [19]
19 Deep discounting Deep discounting [19]
20 Value Net Integrator Value-chain integrators [19], [21]
Value Net Integrator
21 Advertising Advertising [13]
22 Merchant Merchant [13]
23 Manufacturer Manufacturer [13]
24 Utility Utility [13]
25 Infrastructure Provider Infrastructure Providers/Communities of Commerce [5], [21]
Shared Infrastructure
26 Supply chain improvers Supply chain improvers [19]
27 E-Business Enabler E-Business Enabler [5]
28 Single point of contact Single Point of Contact [5]

Group purchasing is a known offline method especially for companies based on the concept of quantity discounts. Its
Internet model provides the possibility of obtaining great quantity advantage. Therefore people can use the Internet
as a way to save money smartly. Using online group purchasing, finding a sufficient number of people to enjoy
discounts on the volume of sales or transport fees subscriptions or other costs is quick and easy [18]-[19].

Merchants are the wholesalers and retailers of goods and services. Sales may be achieved based on the price list or
via auction. Merchant models include virtual merchants, electronic retailers, mail-order based business with a web
based catalog and traditional retail institutions with a web counter [13].
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Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Single point of contact provides a unique point of contact of the company that integrates all services provided by a
large multi-sector organization. Single point of contact that is so-called as Whole of Enterprise is a model that
provides the possibility of entry to a full trove of offers and services. It means that a user or customer visits the
website to meet a need or a question and the single point of contact leads her to the unit or business service that can
solve the problema [21].

Therefore, some models cover a variety of business models, while some others are mentioned as B2C model by
only one paper. Table 2 shows B2C business model categorization regarding the literature review.

3 Two-Dimensional Model Design

E-commerce literature on using E-business-to-consumer models does not argue cased on the dimensions of
business. Since the purpose of this study was to determine the status of business models in two-dimensions, a new
model of business-to-consumer models classification is presented, which is a fundamental research. As discussed
in the introduction, designing a 2D model can be described in 3 steps. Literature review is conducted before starting
the fuzzy Delphi and the reference models that have classified and discussed business-to-consumer models are
analyzed and different business models and their specifications and descriptions are reviewed and determined.

During study for research background and literature review, special attention is paid to the features and the services
provided by Electronic business-to-consumer models and they different aspects were recorded. We wanted to
determine two important aspects of B2C electronic business to be applied for designing 2D model. By using a semi-
structured interview with experts, two important dimensions of electronic business models among the various
recognized aspect were selected and we could divide each of these axes to three parts in discussion about these
two dimensions. First recognized aspect was type of product that divided to information, service and goods. In this
axe, we want to determine what kind of product provided to consumers by each business model. When a business
product is information, this means that just provides information to consumers that has produced or collected by the
business like a blog. And also when announce that the business provides services, this means that facilities do
certain task for consumer but the consumer does not receive any physical or electronic goods, like a social network.
But when a business placed in third part of this dimension, it means that consumers can access to physical or
electronic goods. Although these concepts are very close and a business may be in several areas. Second identified
aspect was financial model that divided to three parts include: no payment, intermediary payment and direct payment.
This dimension determines that how consumer payment done. Then using an interview with experts the Electronic
business-to-consumer models are selected and then using fuzzy Delphi method the position of these models is
determined based on two dimensions.

According to the literature review and the similarity between the models introduced into various studies (Table 2) a
questionnaire was prepared and was completed during the interview with experts. The purpose of the questionnaire
was to select the B2C business models fully applicable in B2C area which are completely independent. The
independent model means that it is alone sufficient to set up a B2C business. Currently in this paper we try to
remove overlapping models, therefore by using a questionnaire, we asked experts to determine which models can
be used alone to create a B2C electronic business and to set up a business does not need connecting and engaging
with other models. The appendix A shows the questionnaire used in this phase. Having analyzed the results of the
questionnaire and using Fuzzy Delphi method, B2C models are selected.

According to the models selected in the previous step, a questionnaire is prepared in the next step to determine the
position of each of the models in terms of the desired aspects. In the questionnaire existing in the appendix B, the
question is raised for each of the B2C models whether the company provides the customer with information, services,
or a specific product. The type of the financial relationship with a customer is also determined with a few questions
on whether the company receives direct payments from the customer, this reception (or company revenue in fact) is
indirectly earned from the customer, or there is no payment for the customer in this method and the company's
revenue is from other methods.

Table 3: Qualitative variables and their triangular fuzzy numbers [7]

Qualitative Variable Fuzzy Value)aij,bij,cij)

Highly Inappropriate (0,0,0.1)
Inappropriate (0,0.1,0.3)
Low Inappropriate (0.1,0.3,0.5)
Indifferent (0.3,0.5,0.7)
Low Appropriate (0.5, 0.7, 0.9)
Appropriate (0.7, 0.9, 1)
Highly Appropriate (0.9,1,1)

The purpose of the application of the Delphi method is to access the most reliable group agreement between the
experts on a certain topic using a questionnaire and the opinions of experts, on several occasions, according to the
feedback from them. In Delphi method the experts mental data are converted into almost objective data using
26

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

statistical analysis. When this approach is applied in multidimensional, multi objective and complex decision making
problems repeated time-consuming FAQ steps to reach a consensus of opinion is considered as a big problem.
Generally this method has many drawbacks, including high costs and too much time to collect data. To overcome
these weaknesses, Fuzzy Delphi method was developed by Kaufmann and Gupta. Applying fuzzy numbers in Fuzzy
Delphi method is because it is not possible to divide the issues into black and white and each issue is analyzed in a
spectrum. The use of fuzzy method is to decide on matters where the goals and parameters for decision-making are
not explicitly specified which leads to excellent results. Also in Delphi method in addition that comments are
necessarily conclusive, the return rate of questionnaire is reduced due to repetition, but in Fuzzy Delphi method the
comments are uncertain and the return rate is not reduced due to lower repetition [6].

Table 4: Demographic of experts panel

Demographic characteristics Percentage

Position
Academic member 64.28
E-Business manager 21.42
Online Marketing Manager 14.28
Education level
B.S 14.28
M.S 35.71
PHD 50
Gender
Female 14.28
Male 85.71

The appropriate number of experts is a point that should be considered in forming the Delphi panel. To select
experts the selected people have valuable experience in e-commerce or they are researchers in this area.

After reviewing the literature and determining the Electronic business-to-consumer models as well as two important
dimensions of these models using interviews with experts the position of these models sent to experts based on the
dimensions detected during a semi-structured questionnaire considering linguistic words including highly appropriate,
appropriate, low appropriate, indifferent, low inappropriate, inappropriate, highly inappropriate. The experts were
asked in addition to remarking the position of each model in dimensions; add additional and supplemental
explanations if necessary. Using variables with certain values made the experts face problems in providing their
comments thus the qualitative variables are defined as triangular fuzzy numbers to cover different mentalities of the
experts about the options that aij, bij and Cij present the least, medium and high degrees of membership (Table 3) [7].
14 experts agreed to participate in the study all of whom were university professors or are working in the field of
electronic business that had valuable experience in this area (table 4).

In general in the algorithm of fuzzy Delphi method first the experts choice and problem is discussed for them. Then
the questionnaires will be prepared and sent to the experts and then their opinions are collected and combined
based on formula (1) and the average combination of experts opinion is calculated based on formula (2).

a j min a ij

1 n
b j b (1)
n i 1 ij

c j max cij

a j 4b j c j
sj , j 1,2,3,..., m (2)
6

After implementing the formula (1) and (2) if the value of Sj is greater than 0.8 that component is accepted [7].

4 Result of the Interviews and Implementation of Fuzzy Delphi

Method
After the literature review and determination of different B2C business models, the experts comments were gathered
through the first questionnaire on whether each of the proposed models is an appropriate B2C model to setup an
online business. Then, the results of this phase are applied to the next step in order to define the position of these
models in both selected aspects. Using the second questionnaire specifies the financial relationship of each of the
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Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

models with the customer and the scope of these models is then determined in terms of the provision of information,
services or products.

Table 5: Result of the independent B2C business model determination questionnaire

No Electronic Business Sj Result No ElectronicBusiness Sj Result

Model Model
1 Electronic Storefronts 0.935714 Accepted 15 Affiliate marketing 0.25 Not Accepted

2 Intermediary 0.888095 Accepted 16 Group purchasing 0.840476 Accepted

3 Portal 0.235714 Not Accepted 17 Subscription 0.178571 Not Accepted
4 Community Provider 0.878571 Accepted 18 Bartering 0.342857 Not Accepted

5 Content Provider 0.945238 Accepted 19 Deep discounting 0.183333 Not Accepted

6 Viral marketing 0.130952 Not Accepted 20 Value Net Integrator 0.292857 Not Accepted

7 Market maker 0.188095 Not Accepted 21 Advertising 0.357143 Not Accepted

8 customization 0.390476 Not Accepted 22 Merchant 0.840476 Accepted
9 Electronic 0.878571 Accepted 23 Manufacturer 0.269048 Not Accepted
marketplace
10 B2B2C 0.197619 Not Accepted 24 Utility 0.164286 Not Accepted
11 Full service provider 0.830952 Accepted 25 Infrastructure Provider 0.230952 Not Accepted

12 Online auction 0.892857 Accepted 26 Supply chain 0.154762 Not Accepted

improvers
13 Name-your-own-price 0.159524 Not Accepted 27 E-Business Enabler 0.411905 Not Accepted

14 Find the best price 0.164286 Not Accepted 28 Single point of contact 0.811905 Accepted

4.1 B2C business Models Analysis

The experts comments were gathered through the questionnaire in appendix A on whether the models mentioned in
table 2 (column of Category of models) are independent B2C business models. The results were analyzed using the
fuzzy Delphi method. According to the fuzzy Delphi method and the formula 1 and 2, each model with Sj value higher
than 0.8 is accepted and known as an independent business model, which can then be used to setup a B2C
business. Table 5 shows the results.

Ten models were identified as business-to-consumer models related to enterprise to customer trade and have no
overlap and similarity with each other because there are many common and similar models in the proposed models
by different people.

So, Group purchasing, Online auction, Electronic marketplace, Electronic Storefronts, Intermediary, Content Provider,
Community Provider, Merchant, Full service provider and Single point of contact business models were identified by
experts as to be suitable B2C models for setting up an electronic business. Table 6 shows the models which are
derived from the interviews and through applying fuzzy Delphi panel with the corresponding definitions.

For classifying and identifying aspects of business models for business-to-consumer models two dimensions were
selected based on interviews with experts. The advantage of this is that in addition to presenting the position of the
model versus these dimensions, it also presents their position relative to each other. These dimensions include type
of provided service (product) and the type of financial relationship with the customer. The service dimension has an
area of providing information and services to the supply of goods. Financial communication with the customer
dimension includes an area of non-payment of fees and payments through intermediaries to direct payment.

4.2 Analysis of the Business Model Position in Two-Dimensional Relational Model

By a set of ten business-to-consumer models and six areas of services related to two selected dimensions, a
questionnaire (Appendix B) was distributed among experts to determine the position of the models in these two
dimensions. The experts were asked to determine the models in which range are located.

The experts comments are gathered regarding the second questionnaire and analyzed using the formula 1 and 2
per each question. The results of this step are shown in table 7. Table 7 shows result of the relationship between
business-to-consumer models and the parts of two dimensions of financial model and product types.

28

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

In fact, questions which gained a mark higher than 0.8 were accepted by the experts. Each question of the
questionnaire specifies the type of financial relationship of each B2C model. It also determines whether the model is
the provider of some information, service or product.
Table 8 shows the results of the experts' opinions. As it can be seen some of the business-to-consumer models are
placed in more than one area in each dimension.

Table 6: Business models derived from interviews and fuzzy Delphi method

No Electronic Business Describtion References

Model
1 Group purchasing Group discounts on volume of sales or subscription Turban [18]-[19]
fees and other costs
2 Online auction Do auction between buyers and sellers electronically Turban [18]-[19]
3 Electronic marketplace A market to meet and perform a variety of Turban [18]-[19]
transactions between buyers and sellers
4 Electronic Storefronts A company website, where products and services are Turban [18]-[19]
offered
5 Intermediary Facilitation the transfer of information, goods and Turban [18]-[19]
services between the buyer and seller
6 Content Provider Providing information and entertainment and Laudon & Traver [8]
broadcast it on the web
7 Community Provider Create an online environment where people with Laudon & Traver [8]
common interests come together and share his favor
information
8 Merchant Wholesalers and retailers of goods and services Rappa [13]
9 Full service provider Providing multiple needs of consumers in an Weill & Vital [21]
important areas of their lives
10 Single point of contact Providing access to a wealth of offers and services Weill & Vital [21]

According to the results of fuzzy Delphi and interview processes a qualitative mapping of ten business models are
resulted in two dimensions (Figure 1). As in Figure 1 most business-to-consumer models are related to the area of
goods and services and most payments are through the intermediaries.

Single point of contact is in the lowest part of the chart, indicates that provides access to all the services of an
organization for free and also Community Provider is in the same section that provides an online meeting
environment for free. The content provider that is located in the leftmost part of the diagram provides information to
customers and its location in this position indicates that in this model receiving the information cost is through the
intermediary and sometimes directly.

Figure 1 also states that the business models Online Auction, Intermediary, Full service provider and Group
purchasing that provide services and goods act as the intermediary to receiving costs. Similarly the electronic
marketplace business model that sells different goods in the most common mode acts as an intermediary to receive
the cost of operation. In the top of Figure 1 Merchant and Electronic Storefronts models are located indicating that
they provide services or goods to the customer by receiving the fees directly.

Figure 1 segments different B2C business models regarding the two aspects of product type and financial model. In
fact, this figure specifies the place of each of the models among the two aspects, which in turn, helps to
understanding of the segmentation of B2C business models. In addition, Figure1 provides some tips for the selection
of the business model regarding the features and goals of the financial model and product type to be provided.
Contrary to that, it is also possible to determine the model a website follows with regard to the financial process type
and the type of services or products.

5 Conclusion
According to literature review, researchers have been introduced different categories and models in the electronic
business. Some of them have placed all business models in various fields in the same category and others have
placed different models in business-to-consumer, business-to-business, consumer-to-consumer and other categories.
Some models are repeatedly introduced as business-to-consumer by various researchers, but others are located in
this category in one or limited number of studies or have been introduced as a standalone version.

The aim of this study was to answer the question: Which business models include all characteristics of a business-
to-consumer and can be placed in this category as a standalone model and what specific dimensions can be
introduced for these models and based on these dimensions what is the position of the known models? The results
can be summarized as follows: 1) A set of 10 business-to-consumer models was identified; 2) two different
dimensions with their own area were determined and 3) a two-dimensional map that shows the location and
characteristics of the business-to-consumer models was created.
29

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Table 7: Position of business-to-consumer models in two dimensional model

Place of electronic business models in two dimensions Sj Result

In Group purchasing the business provides information to the customer. 0.183333 Not Accepted
In Group purchasing the business provides services to the customer. 0.840476 Accepted
In Group purchasing the business provides products to the customer. 0.811905 Accepted
In Group purchasing the business does not receive any direct payment from the customer. 0.121429 Not Accepted
In Group purchasing the business receives the fee from the customer as an intermediary. 0.892857 Accepted
In Group purchasing the business directly receives the fee from the customer. 0.471429 Not Accepted
In Online auction the business provides information to the customer. 0.32619 Not Accepted
In Online auction the business provides services to the customer. 0.897619 Accepted
In Online auction the business provides products to the customer. 0.945238 Accepted
In Online auction the business does not receive any direct payment from the customer. 0.345238 Not Accepted
In Online auction the business receives the fee from the customer as an intermediary. 0.888095 Accepted
In Online auction the business directly receives the fee from the customer. 0.330952 Not Accepted
In Electronic marketplace the business provides information to the customer. 0.130952 Not Accepted
In Electronic marketplace the business provides services to the customer. 0.17381 Not Accepted
In Electronic marketplace the business provides products to the customer. 0.935714 Accepted
In Electronic marketplace the business does not receive any direct payment from the 0.169048 Not Accepted
customer.
In Electronic marketplace the business receives the fee from the customer as an intermediary. 0.92619 Accepted
In Electronic marketplace the business directly receives the fee from the customer. 0.585714 Not Accepted
In Electronic storefronts the business provides information to the customer. 0.059524 Not Accepted
In Electronic storefronts the business provides services to the customer. 0.830952 Accepted
In Electronic storefronts the business provides products to the customer. 0.840476 Accepted
In Electronic storefronts the business does not receive any direct payment from the customer. 0.064286 Not Accepted
In Electronic storefronts the business receives the fee from the customer as an intermediary. 0.178571 Not Accepted
In Electronic storefronts the business directly receives the fee from the customer. 0.983333 Accepted
In Intermediary the business provides information to the customer. 0.730952 Not Accepted
In Intermediary the business provides services to the customer. 0.888095 Accepted
In Intermediary the business provides products to the customer. 0.888095 Accepted
In Intermediary the business does not receive any direct payment from the customer. 0.15 Not Accepted
In Intermediary the business receives the fee from the customer as an intermediary. 0.945238 Accepted
In Intermediary the business directly receives the fee from the customer. 0.159524 Not Accepted
In Content provider the business provides information to the customer. 0.983333 Accepted
In Content provider the business provides services to the customer. 0.207143 Not Accepted
In Content provider the business provides products to the customer. 0.016667 Not Accepted
In Content provider the business does not receive any direct payment from the customer. 0.116667 Not Accepted
In Content provider the business receives the fee from the customer as an intermediary. 0.802381 Accepted
In Content provider the business directly receives the fee from the customer. 0.92619 Accepted
In Community provider the business provides information to the customer. 0.366667 Not Accepted
In Community provider the business provides services to the customer. 0.945238 Accepted
In Community provider the business provides products to the customer. 0.054762 Not Accepted
In Community provider the business does not receive any direct payment from the customer. 0.945238 Accepted
In Community provider the business receives the fee from the customer as an intermediary. 0.07381 Not Accepted
In Community provider the business directly receives the fee from the customer. 0.059524 Not Accepted
In Merchant the business provides information to the customer. 0.116667 Not Accepted
In Merchant the business provides services to the customer. 0.840476 Accepted
In Merchant the business provides products to the customer. 0.92619 Accepted
In Merchant the business does not receive any direct payment from the customer. 0.145238 Not Accepted
In Merchant the business receives the fee from the customer as an intermediary. 0.116667 Not Accepted
In Merchant the business directly receives the fee from the customer. 0.935714 Accepted
In Full service provider the business provides information to the customer. 0.457143 Not Accepted
In Full service provider the business provides services to the customer. 0.811905 Accepted
In Full service provider the business provides products to the customer. 0.821429 Accepted
In Full service provider the business does not receive any direct payment from the customer. 0.461905 Not Accepted
In Full service provider the business receives the fee from the customer as an intermediary. 0.940476 Accepted
In Full service provider the business directly receives the fee from the customer. 0.069048 Not Accepted
In Single point of contact the business provides information to the customer. 0.416667 Not Accepted
In Single point of contact the business provides services to the customer. 0.802381 Accepted
In Single point of contact the business provides products to the customer. 0.402381 Not Accepted
In Single point of contact the business does not receive any direct payment from the 0.811905 Accepted
customer.
In Single point of contact the business receives the fee from the customer as an intermediary. 0.069048 Not Accepted
In Single point of contact the business directly receives the fee from the customer. 0.154762 Not Accepted

Future research might be focused on consumer-to-consumer, consumer-to-business or other categories of the e-

businesses or consider other dimensions to find the position of business models. It is also possible to analyze three
30

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

dimensions of various models rather than two dimensions and determine models position in the three-dimensional
space formed by the dimensions to lead to a better understanding of the characteristics of each of these models and
their applications.

Table 8: Matrix of business-to-consumer models and two dimensions of financial model and product types

Parts of two Information Service Goods No Intermediary Direct pay

payment pay
dimensions
Models
Group purchasing Not Accepted Accepted Accepted Not Accepted Accepted Not
Accepted
Online auction Not Accepted Accepted Accepted Not Accepted Accepted Not
Accepted
Electronic marketplace Not Accepted Not Accepted Not Accepted Accepted Not
Accepted Accepted
Electronic Storefronts Not Accepted Accepted Accepted Not Accepted Not Accepted Accepted
Intermediary Not Accepted Accepted Accepted Not Accepted Accepted Not
Accepted
Content Provider Accepted Not Not Not Accepted Accepted Accepted
Accepted Accepted
Community Provider Not Accepted Accepted Not Accepted Not Accepted Not
Accepted Accepted
Merchant Not Accepted Accepted Accepted Not Accepted Not Accepted Accepted
Full service provider Not Accepted Accepted Accepted Not Accepted Accepted Not
Accepted
Single point of contact Not Accepted Accepted Not Accepted Not Accepted Not
Accepted Accepted
Direct pay

Electronic Storefronts

Merchant

Content Provider
Group Purchasing
Financial model

Intermediary pay

Full Service Provider

Intermediary

Electronic Marketplace

Online Auction
No payment

Community Provider

Single Point of Contact

Information Service Goods

Type of product

Figure1: Classification of e-commerce business to consumer models

31

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

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32

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Appendix A: Independent B2C Business Model Determination

Questionnaire
Electronic Storefronts is an independent B2C and is appropriate to setup an electronic business.

Intermediary is an independent B2C and is appropriate to setup an electronic business.

Portal is an independent B2C and is appropriate to setup an electronic business.

Community Provider is an independent B2C and is appropriate to setup an electronic business.

Content Provider is an independent B2C and is appropriate to setup an electronic business.

Viral marketing is an independent B2C and is appropriate to setup an electronic business.

Customization is an independent B2C and is appropriate to setup an electronic business.

Electronic marketplace is an independent B2C and is appropriate to setup an electronic business.

B2B2C is an independent B2C and is appropriate to setup an electronic business.

Full service provider is an independent B2C and is appropriate to setup an electronic business.

Online auction is an independent B2C and is appropriate to setup an electronic business.

Name-your-own-price is an independent B2C and is appropriate to setup an electronic business.

Find the best price is an independent B2C and is appropriate to setup an electronic business.

Affiliate marketing is an independent B2C and is appropriate to setup an electronic business.

Group purchasing is an independent B2C and is appropriate to setup an electronic business.

Subscription is an independent B2C and is appropriate to setup an electronic business.

Bartering is an independent B2C and is appropriate to setup an electronic business.

Deep discounting is an independent B2C and is appropriate to setup an electronic business.

Value Net Integrator is an independent B2C and is appropriate to setup an electronic business.

Advertising is an independent B2C and is appropriate to setup an electronic business.

Merchant is an independent B2C and is appropriate to setup an electronic business.

Manufacturer is an independent B2C and is appropriate to setup an electronic business.

Utility is an independent B2C and is appropriate to setup an electronic business.

Infrastructure Provider is an independent B2C and is appropriate to setup an electronic business.

Supply chain improver is an independent B2C and is appropriate to setup an electronic business.

E-Business Enabler is an independent B2C and is appropriate to setup an electronic business.

Single point of contact is an independent B2C and is appropriate to setup an electronic business.

33

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Appendix B: Relationship between B2C Models and the Parts of Two

Dimensions of Payment and Product Types
Group purchasing

In Group purchasing the business provides information to the customer.

In Group purchasing the business provides services to the customer.

In Group purchasing the business provides products to the customer.

In Group purchasing the business does not receive any direct payment from the customer.

In Group purchasing the business receives the fee from the customer as an intermediary.

In Group purchasing the business directly receives the fee from the customer.

Online auction

In Online auction the business provides information to the customer.

In Online auction the business provides services to the customer.

In Online auction the business provides products to the customer.

In Online auction the business does not receive any direct payment from the customer.

In Online auction the business receives the fee from the customer as an intermediary.

In Online auction the business directly receives the fee from the customer.

Electronic marketplace

In Electronic marketplace the business provides information to the customer.

In Electronic marketplace the business provides services to the customer.

In Electronic marketplace the business provides products to the customer.

In Electronic marketplace the business does not receive any direct payment from the customer.

In Electronic marketplace the business receives the fee from the customer as an intermediary.

In Electronic marketplace the business directly receives the fee from the customer.

Electronic storefronts

In Electronic storefronts the business provides information to the customer.

In Electronic storefronts the business provides services to the customer.

In Electronic storefronts the business provides products to the customer.

In Electronic storefronts the business does not receive any direct payment from the customer.

In Electronic storefronts the business receives the fee from the customer as an intermediary.

In Electronic storefronts the business directly receives the fee from the customer.

34

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

Intermediary

In Intermediary the business provides information to the customer.

In Intermediary the business provides services to the customer.

In Intermediary the business provides products to the customer.

In Intermediary the business does not receive any direct payment from the customer.

In Intermediary the business receives the fee from the customer as an intermediary.

In Intermediary the business directly receives the fee from the customer.

Content provider

In Content provider the business provides information to the customer.

In Content provider the business provides services to the customer.

In Content provider the business provides products to the customer.

In Content provider the business does not receive any direct payment from the customer.

In Content provider the business receives the fee from the customer as an intermediary.

In Content provider the business directly receives the fee from the customer.

Community provider

In Community provider the business provides information to the customer.

In Community provider the business provides services to the customer.

In Community provider the business provides products to the customer.

In Community provider the business does not receive any direct payment from the customer.

In Community provider the business receives the fee from the customer as an intermediary.

In Community provider the business directly receives the fee from the customer.

Merchant

In Merchant the business provides information to the customer.

In Merchant the business provides services to the customer.

In Merchant the business provides products to the customer.

In Merchant the business does not receive any direct payment from the customer.

In Merchant the business receives the fee from the customer as an intermediary.

In Merchant the business directly receives the fee from the customer.

Full service provider

In Full service provider the business provides information to the customer.

In Full service provider the business provides services to the customer.

35

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei
Journal of Theoretical and Applied Electronic Commerce Research This paper is available online at
ISSN 07181876 Electronic Version www.jtaer.com
VOL 11 / ISSUE 2 / MAY 2017 / 21-36 DOI: 10.4067/S0718-18762017000200003
2017 Universidad de Talca - Chile

In Full service provider the business provides products to the customer.

In Full service provider the business does not receive any direct payment from the customer.

In Full service provider the business receives the fee from the customer as an intermediary.

In Full service provider the business directly receives the fee from the customer.

Single point of contact

In Single point of contact the business provides information to the customer.

In Single point of contact the business provides services to the customer.

In Single point of contact the business provides products to the customer.

In Single point of contact the business does not receive any direct payment from the customer.

In Single point of contact the business receives the fee from the customer as an intermediary.

In Single point of contact the business directly receives the fee from the customer.

36

Designing Two-Dimensional Electronic Business-to-Consumer Models Map by Fuzzy Fateme Keikha

Delphi Panel Ehsan Sargolzaei