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Since the birth of the World Wide Web (WWW), more and more companies are using it to provide customers with direct service or at least information related to their services. A principle advantage of the WWW is that, compared with traditional channels, it possesses the potential to reach a much broader audience with global market access. It can house information and rich content in a user-friendly interface. Also operation cost is lower than for other systems. Most of all, the WWW integrates seamlessly with other systems to support business processes (Wang and Head, 2001).

The WWW is the central mechanism...

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