ECRA Co-editors' introduction for volume 8, issue 1

Abstract

The co-editors of Electronic Commerce Research and Applications (ECRA) outline the papers presented in the Volume 8, issue 1 of the journal. Woonam Hwang of the Korea Advanced Institute of Technology and Jungsuk Oh of Seoul National University in South Korea provide a paper, which offers a basis for network externalities, which give rise to complications in the analysis of adoption and diffusion of competing online services. The second article among the regular research contributions is by Yung-Ming Li and Jhih-Hua Jhang-Li, who contributed 'Pricing Web Advertising Channels: Display Ads and Contextual Ads'. The authors employ a Hoteling model to compare the performance of display ads that give consumers impressions about a product versus contextual ads that require the consumer to decide. The area of trust and reputation mechanisms are discussed in the work of Kamal K. Bharadwaj and Mohammad Yahya Hadi Al-Shamri, who present an article entitled 'Fuzzy Computational Models for Trust and Reputation Systems'.