... This paper1 defines an Internet Consumer Behavior Framework (ICBF) or in other words the information that a virtual retail store must collect (consumer, sales and navigation data). Furthermore, based on this information/data, it introduces a framework for providing Consumer (Consumer Support Model) and Business (Business Support Model) support. Finally, it examines the way that the various virtual store components contribute to this framework, by providing and exploiting the available information. 1. Introduction Web as a virtual hypermedia environment incorporating interactivity with people and computers (Hoffman and Novak, 1996) represents a revolution in marketing. The Electronic Commerce model requires a very different approach to customer acquisition, support, promotion, merchandising and distribution (Aldridge and Borehamwood, 1998). Evidence shows that the Internet and Electronic Commerce with all their new developments will redefine the meaning of the Marketing 4 P's (Stil and Zimmerman, 1996). The fact is that traditional marketing mix is no longer sufficient ...

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