말하면 전자상거래는 전자네트워크, 특히 인터넷을 통해 발생하는 거래를 말한다. 전자상거래의 발전은, B2C시장에서 잘 증명되고 있다. 서비스업, 특히 여행업에서 현저한 양상을 보이고 있으며, 소비자행동이 서서히 변화되고 있다는 것을 암시하는 증거이기도 하다. 대중매체구매과정이 일반적이라고 하지만 아직도 소비자는 온라인쇼핑에 있어서 가격비교와 인센티브에 대한 편의성, 용이성 및 효용성을 향유하고 있다. 정보기술과 네트워크의 급속한 발전은 기업경영환경의 전반적인 분야에 있어서 많은 변화를 가져오고 있으며, 이와 같은 변화는 서비스업계에서도 나타나고 있다. 서비스업의 전자상거래에 대한 진전은 인터넷의 상업이용이 본격화되기 이전부터 이루어져 왔는데, 서비스업의 전자상거래에 대한 특징은 유형재의 전자상거래와는 다른 성격을 가지고 있으며 복잡하다. 본 연구의 목적은 일본 서비스업계―특히 여행업계―의 전자상거래활용상의 해결과제들을 고찰하는데 있다.

In simple terms, electronic commerce refers to transactions taking place over electronic networks, particularly the Internet. Such developments, especially in business-to-consumer markets, have been well documented. Firms in the service, especially travel business, are memorable example. Evidence suggests that behaviour is gradually changing; consumers enjoy the convenience, ease and availability of price comparisons and incentives in online shopping, although multi-channel buying processes are still commonplace. The rapid development of information technology and network is bringing many changes in the overall field of the company management environment. In addition, such changes are appearing in the service industry. Development on electronic commerce of service industry have been before the commercial use of the Internet being actualized, the feature about electronic commerce of service industry is having different character compared with electronic commerce of tangible goods. The purpose of this study aims to analyse problems awaiting solution in practical use of electronic commerce on service business, especially travel business in Japan.

In simple terms, electronic commerce refers to transactions taking place over electronic networks, particularly the Internet. Such developments, especially in business-to-consumer markets, have been well documented. Firms in the service, especially travel business, are memorable example. Evidence suggests that behaviour is gradually changing; consumers enjoy the convenience, ease and availability of price comparisons and incentives in online shopping, although multi-channel buying processes are still commonplace. The rapid development of information technology and network is bringing many changes in the overall field of the company management environment. In addition, such changes are appearing in the service industry. Development on electronic commerce of service industry have been before the commercial use of the Internet being actualized, the feature about electronic commerce of service industry is having different character compared with electronic commerce of tangible goods. The purpose of this study aims to analyse problems awaiting solution in practical use of electronic commerce on service business, especially travel business in Japan.

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Service Industry, Electronic Commerce, Internet, Japan, Travel Business