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Aliza Lussato Krispin
Aliza Lussato Krispin

Disintermediation and Reintermediation

1 of 17
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1 ?????????? ??????? ???? ???? :??????? ??????? ???? ?????? ???????? ??????? ?????? ???????????? ???????)Value Chain??????? ?????? ??????? ????? ?????? ( ?????? ??????? ??????? '?????? ????? ???? ?????????1985????????? ????? ??????? . ???????? ???????? ??????? ??????? .????????? ??????? ???????? ??????? ?????? ????? ???????? ?????? ?????? ???????? ?????????? ??????? ????? ???????? ????????? .???????? ?????? ????? ,???????????? ???????? ??????? ,??????? ???????2014???
2 ???? ??????? ????? ??????? ???????? ??????????? ???????? ????? ??????? ?????? .?????? ????? ???????? ???????? ?????? ??????? ????????? ??????? ???????? ?????? ???????? ?????? ??????? ??????? ???????? ??????? ???????? ???????? .???????? ??????? ???? ???? ??????? ???????? ??????? ???? ?????????? ??????? ????? ????????? ???????? ????????? .???????? ?????? ???? ,???????????? ???????? ??????? ,??????? ???????2014???
3 ?????????? ?????? ???????? ????? ???????????? ????????? ???? ??????? ?????? ???????? ??????? ?????? ,?????? ????????? ??????? ?????? ???????? ???????? ???????? ¨C ???????????? ????? ????????? ????????? ????- ??????? Disintermediation???? ?????? ??????? ????????? ???????? ??????? - .??????? ??????? ???? ?????? ??????? ??????? ????????? ?????????? ???????????? .??????? ???????? ,?????? ??????? :?????? ,???????????? ???????? ??????? ,??????? ???????2014??? ?????? ???? ???? ???? ?????? ???? :?????? ?????????? ???????? ?????????? ?????2011 ??????? ?????? '?????? ?????????? ?????? ?????? ?????? ?????? '????? ,???????? ????"?? http://rafaeli.net
4 ???????? ???? ????????? ??????? ???? ???????? ??????? ,????? ???? -???????? ??????? .?????? ??????? ?????? ????????????- ???????? Reintermediation?????? ??????? ????????? ???? ??????? ???????? ????????? ?????? ??"????? ??????? .?????? ???????? ??????? ??????? ??????? ????????? ????????? ????????? ,?????????? ??????? ????? ????? ??????? ??????? ?????? ,???????? ??????? ????? ??????? ,???????? ?????? ????? ,?????? ."??????????1 1) ,?????? ?????? .2009,2,"??????????? ?????? ???? ????? ???? ?"???????? ,(?????? ,??????,http://www.haaretz.co.il/captain/net/1.1264614 ,???????????? ???????? ??????? ,??????? ???????2014???
5 E-Commerce Frameworks Prof. Sheizaf Rafaeli ,???????????? ???????? ??????? ,??????? ???????2014???
6 ????????? ???? ?????????????? ?????????? ???? ??????? ?????? ???? ??????? ??????? ???? ??????? ?????? ???????? ?????? ??????? ???????????? ????????? ????? ?????????? ,????????? ????????? ??????? ??????? ,????? ????????? ?????????? ?????????? ??????????? ??????? ??????? ?????? ?????? ?????? ??????? . ??????? ?????? ????? ??????? 1-??? ??????? (.Disintermediation??????? -?????? ?????????? ???? .??????? ?????? ????? ???????? ???????? ??????? ??????? ?????? ???????? ??????? ??????? ???????? ????????? ,????? ??????? ????? ????????? ???????? ???????? ,????????? ?????? ??????????? ????? ????????? ?????? ??????? ?????? ????? ??????? ?????? ,???? ???? ????? .?????? ??????? ???????? ?????? ???????? ???? ????????? ?????? ???? ????????? ???????? ???????? ,??????? ???? ???? ?????? ???? .???????? ?????? "????? ?????? ?"?????? ?????? ???????? (Bailey and Bakos 1996( ,???????????? ???????? ??????? ,??????? ???????2014???
7 2-??? ??????? (.reintermediation???????? ¨C?????????? ????????? ???? .??????????? ?????? ?????? ??????? ?????? ???? ?????? ???????? ??????? ????? ??????? ???? ??????? ??????? ???????? ,???????? ???? ??????? ?????? ??????? ???? ???????? ????? ?????????? ????? ???? ????????? ???????? ???? (Heijden 1996.( ???????Bakos (1998(?????? ???????? (????? ???? ?(????????? ???????? , :(???-????????? ?(???? ????????? ??????????????? , ????????? ??????? ???????? .???????? ????????? ???????? ???? ?????? ?????? ???????? ???? ?????? ???????? ?????? ????? ????? ????????? ?????????? ?????? ???????? ????????? ????????? ?????? , ??????? ?????? - ????? ????????? ????? ???????? ???? ??????? .?????????? ??????? ??????? ????????? ??????? ??????? ???????? ???????? ,???????????? ???????? ??????? ,??????? ???????2014???
,???????????? ???????? ??????? ,??????? ???????2014??? 8 :?????? ??????????? ?????? ???????? ?????????? ???????????? ?????? )Bakos 1998(
9 ,???????????? ???????? ??????? ,??????? ???????2014??? : ???????????? ????????? ?????????? ??????? ????????? -????????? ?????? ??????? :????????? ??????? ????? (.????????????? ???????? ??????? ???? ???????? ?????????????????? ?????? ???????? . .????????? ????????? ,?????? ."?????? ????? ?"?????? (.???.?????? ???? ?????????? ?????? ??????? ???? ????-?????? ???????????? ,?????? ???????? ????? " -??? ????????? ???? ????? ??????? ??????? ??????? ,"?"????? ???? ???????one-stop -shop." ???????? ???????(?????? ???????? ????? ???? ??????? ???? ??????? ???? ???????? ????? ,?????? ???"?? ????? ???? ??????? ???????? ??????? ?????? ????? ???????? ,??????? ????????? ?????? ???? ??????? . (??????? ,?(????? ????? ???? ???????? ???????? ?????? ?????? ?????????? ???????? ???????? ???? ??????? Letsbuyit.com.( 3-??? ??????? (.cybermediation??????? ???????????? ???????? ???? ???????? ????? ??? ??????? ??????? ???????????????????? ???? ??????? ??????????????? ??????? ???????? , .??????????? ??????? ??????? ??????? ???? ?????? ??????? ?????? ??????????? ????????
10 ,???????????? ???????? ??????? ,??????? ???????2014??? -??????? ??????? ???? ??????? ?????? ??????? ?????? ????? ???? ???? ??????? ???????? ??????? ???????? ??????? ???????? ????? ???????? ?????? ????? ???????? ????? ,?????????? ?????? ????? ???? ?????? ???????? ??????? ?????????? ????????? ??????? ????? ,?????? ?????? ?????????? ??????????? ??????? ????????? ,?????? ???????? ????????? ,?(??????? .????????? ??????? ????Computers.com????CNET-??? ask.com(
11 ,???????????? ???????? ??????? ,??????? ???????2014??? -?????? ??????? ???????????? ???????? ,?????? .?????? ?????? ??????? ???????? ??????? ?????????? ???? ?????? ????? ????????? ????????? ???????? ??????? ???????? ????????? ?????? ,?)??????? ??????? ??????eBay???????? ?????? ????????? ???????? ???? .(????????? ,?????? ??????? ????????? ????????Priceline??????? ??????? ???? ?????? ???????? ????? ,?????? /?????? ?????? (?)????? ?????????? ???? ??????? ??????? ????? ??????? .???????? ??????? ????? ???? ,??????? ,?????? ????????? ???????? ?????????
12 ,???????????? ???????? ??????? ,??????? ???????2014??? -??????????? -??? ???????? ?????? ????? ,??????????? ??????? ???? ???????UPS?????????? ?????? , ,?????? ??????????? ?????????? ??????? ??????? ?????? ?????????? ????????? .???????? ???????? ???? ??????? ?????? ???????? ?????? ????? ,??????? ??????? ??????????
13 ,???????????? ???????? ??????? ,??????? ???????2014??? -??????? ??????? ????????? ??????? ???? ???????? ???????? ?????? ???? ??????? ???????? ????????? ??????? ????????? ?????? ???????? ????????????? ????? ????? , ???????????? ???? ???? ?????????? ????????? ??????? ??????? ?????????? ??????? .???? ?????? ???????? ,?)??????? ???????Verifone????Hewlett Packard???? ??????? ????? ???? ???? ( cybermediaries??????? ???????? ???? ??????? ?????? ??????? ????????? ?????? ????????????.
14 ,???????????? ???????? ??????? ,??????? ???????2014??? -?????? ??????? ???????? ???? ???????????? ??????????????? ????????? ?????? ?????? ????????? ?????? ???????????? ???????? ???? ????????? ??????? ?????? ,???????? ???????? ?????????? ????????? ???? ??????? ??????? .???????? ?????????? ,?)??????? ????????? ????????? ????????? ?????? ??????? ??????Verisign( ,?)??????? ???????? ????????? ??????????TRUSTe ) (Benassi 1999(
,???????????? ???????? ??????? ,??????? ???????2014??? 15 -???????????? ???????? ??????? ??????? ?????????? ,??????? ????????? ?????????? ???????? ??????? ?????? ????? ???? (?)??????????? ??????? -????????? ????? ???? ??????? ??????? ??????? ???????? ,??????? ????????? ?????? , ?????? ?????????? ??????? ???????? ??????????? ???? ???????? ????? ???? ??????? ???????? ,????????? ???????? ???????? ????????? ???? ???????? ??????? ???? ?????? .(.?????? ????? ,?????? ???????? ??????????? ??????? ????????? ????????? ?????? ???? ,????? ???? .???????????? ?????????????? ????????? ???????? ????? ????? ???? ?????????? ???????? ???? .???????????? ?????? ???????? ????????? ????? ?????????
16 ,???????????? ???????? ??????? ,??????? ???????2014??? -???????? ¡ö-???????? ???? ???????? ????????,??????? ???? ?????? ???????? ??????? ???????????? ???????? ????????? ?????? ?????? ????????? ??????????? ????????? ,???? ?????? ??????? ?????? ???? ???? ????????? ?????????? ????????? ???? ,???????? ??????? ???? ,???????? ??????? ??????? ???????????? .???????? ???? ,???????????? ????? ¡ö-????????? ??????? ???????? ???????????? ??????????? ,???????? ???? ???????? ?????? ???????? ?????? ??????? ???? ,????????? ????? ???? ???????? ???????? ??????? ????? ?????? ??????? ?????? ???????? ???????? ???????? ?????????? ??????????? ????? ????? ???? ????????? ???? ?????? .???????????? ????????? ?????? ????? ???????? ????? ????????? ¡ö-???????????? ,?????? ???? ?????? ???? ???? ?????? ?????? ?????? ????????? ????????? ???? ??????? ???????? .?????? ???????? ????? ??????? ??????? ?????????? ????????? ?????????? ???? ???????? ???? ????????? ???? ????? ???????? ??????? ????????? ??????? ????? ?????? ????? ????????? -??? ???????? ,??????? ,??????????cybermediation.
,???????????? ???????? ??????? ,??????? ???????2014??? 17 2002Blackwell Science Ltd, Information Systems Journal 12, 231¨C246 -????????????? Porter, M. (1985) Competitive Advantage, Free Press, New York. Bailey, J. and Bakos, Y. (1996) An Exploratory Study of the Emerging Role of Electronic Intermediaries, International Journal of Electronic Commerce, 1:3, pp. 7-20. Heijden, H.G.M. van der (1996) The changing value of travel agents in tourism networks: Towards a network design perspective. In Information & Communications Technologies in Tourism (Schertler W., Schmid B., Tjoa A.M., and Werthner H., Eds.), Wien/New York: Springer-Verlag, 151-159. Bakos, Y. (1998) The Emerging Role of Electronic Marketplaces on the Internet, Communications of the ACM, 41:8, pp. 35-42. Benassi, P. (1999) TRUSTe: An Online Privacy Seal Program, Communications of the ACM 42:2, pp. 56-59.

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  • 1. 1 ?????????? ??????? ???? ???? :??????? ??????? ???? ?????? ???????? ??????? ?????? ???????????? ???????)Value Chain??????? ?????? ??????? ????? ?????? ( ?????? ??????? ??????? '?????? ????? ???? ?????????1985????????? ????? ??????? . ???????? ???????? ??????? ??????? .????????? ??????? ???????? ??????? ?????? ????? ???????? ?????? ?????? ???????? ?????????? ??????? ????? ???????? ????????? .???????? ?????? ????? ,???????????? ???????? ??????? ,??????? ???????2014???
  • 2. 2 ???? ??????? ????? ??????? ???????? ??????????? ???????? ????? ??????? ?????? .?????? ????? ???????? ???????? ?????? ??????? ????????? ??????? ???????? ?????? ???????? ?????? ??????? ??????? ???????? ??????? ???????? ???????? .???????? ??????? ???? ???? ??????? ???????? ??????? ???? ?????????? ??????? ????? ????????? ???????? ????????? .???????? ?????? ???? ,???????????? ???????? ??????? ,??????? ???????2014???
  • 3. 3 ?????????? ?????? ???????? ????? ???????????? ????????? ???? ??????? ?????? ???????? ??????? ?????? ,?????? ????????? ??????? ?????? ???????? ???????? ???????? ¨C ???????????? ????? ????????? ????????? ????- ??????? Disintermediation???? ?????? ??????? ????????? ???????? ??????? - .??????? ??????? ???? ?????? ??????? ??????? ????????? ?????????? ???????????? .??????? ???????? ,?????? ??????? :?????? ,???????????? ???????? ??????? ,??????? ???????2014??? ?????? ???? ???? ???? ?????? ???? :?????? ?????????? ???????? ?????????? ?????2011 ??????? ?????? '?????? ?????????? ?????? ?????? ?????? ?????? '????? ,???????? ????"?? http://rafaeli.net
  • 4. 4 ???????? ???? ????????? ??????? ???? ???????? ??????? ,????? ???? -???????? ??????? .?????? ??????? ?????? ????????????- ???????? Reintermediation?????? ??????? ????????? ???? ??????? ???????? ????????? ?????? ??"????? ??????? .?????? ???????? ??????? ??????? ??????? ????????? ????????? ????????? ,?????????? ??????? ????? ????? ??????? ??????? ?????? ,???????? ??????? ????? ??????? ,???????? ?????? ????? ,?????? ."??????????1 1) ,?????? ?????? .2009,2,"??????????? ?????? ???? ????? ???? ?"???????? ,(?????? ,??????,http://www.haaretz.co.il/captain/net/1.1264614 ,???????????? ???????? ??????? ,??????? ???????2014???
  • 5. 5 E-Commerce Frameworks Prof. Sheizaf Rafaeli ,???????????? ???????? ??????? ,??????? ???????2014???
  • 6. 6 ????????? ???? ?????????????? ?????????? ???? ??????? ?????? ???? ??????? ??????? ???? ??????? ?????? ???????? ?????? ??????? ???????????? ????????? ????? ?????????? ,????????? ????????? ??????? ??????? ,????? ????????? ?????????? ?????????? ??????????? ??????? ??????? ?????? ?????? ?????? ??????? . ??????? ?????? ????? ??????? 1-??? ??????? (.Disintermediation??????? -?????? ?????????? ???? .??????? ?????? ????? ???????? ???????? ??????? ??????? ?????? ???????? ??????? ??????? ???????? ????????? ,????? ??????? ????? ????????? ???????? ???????? ,????????? ?????? ??????????? ????? ????????? ?????? ??????? ?????? ????? ??????? ?????? ,???? ???? ????? .?????? ??????? ???????? ?????? ???????? ???? ????????? ?????? ???? ????????? ???????? ???????? ,??????? ???? ???? ?????? ???? .???????? ?????? "????? ?????? ?"?????? ?????? ???????? (Bailey and Bakos 1996( ,???????????? ???????? ??????? ,??????? ???????2014???
  • 7. 7 2-??? ??????? (.reintermediation???????? ¨C?????????? ????????? ???? .??????????? ?????? ?????? ??????? ?????? ???? ?????? ???????? ??????? ????? ??????? ???? ??????? ??????? ???????? ,???????? ???? ??????? ?????? ??????? ???? ???????? ????? ?????????? ????? ???? ????????? ???????? ???? (Heijden 1996.( ???????Bakos (1998(?????? ???????? (????? ???? ?(????????? ???????? , :(???-????????? ?(???? ????????? ??????????????? , ????????? ??????? ???????? .???????? ????????? ???????? ???? ?????? ?????? ???????? ???? ?????? ???????? ?????? ????? ????? ????????? ?????????? ?????? ???????? ????????? ????????? ?????? , ??????? ?????? - ????? ????????? ????? ???????? ???? ??????? .?????????? ??????? ??????? ????????? ??????? ??????? ???????? ???????? ,???????????? ???????? ??????? ,??????? ???????2014???
  • 8. ,???????????? ???????? ??????? ,??????? ???????2014??? 8 :?????? ??????????? ?????? ???????? ?????????? ???????????? ?????? )Bakos 1998(
  • 9. 9 ,???????????? ???????? ??????? ,??????? ???????2014??? : ???????????? ????????? ?????????? ??????? ????????? -????????? ?????? ??????? :????????? ??????? ????? (.????????????? ???????? ??????? ???? ???????? ?????????????????? ?????? ???????? . .????????? ????????? ,?????? ."?????? ????? ?"?????? (.???.?????? ???? ?????????? ?????? ??????? ???? ????-?????? ???????????? ,?????? ???????? ????? " -??? ????????? ???? ????? ??????? ??????? ??????? ,"?"????? ???? ???????one-stop -shop." ???????? ???????(?????? ???????? ????? ???? ??????? ???? ??????? ???? ???????? ????? ,?????? ???"?? ????? ???? ??????? ???????? ??????? ?????? ????? ???????? ,??????? ????????? ?????? ???? ??????? . (??????? ,?(????? ????? ???? ???????? ???????? ?????? ?????? ?????????? ???????? ???????? ???? ??????? Letsbuyit.com.( 3-??? ??????? (.cybermediation??????? ???????????? ???????? ???? ???????? ????? ??? ??????? ??????? ???????????????????? ???? ??????? ??????????????? ??????? ???????? , .??????????? ??????? ??????? ??????? ???? ?????? ??????? ?????? ??????????? ????????
  • 10. 10 ,???????????? ???????? ??????? ,??????? ???????2014??? -??????? ??????? ???? ??????? ?????? ??????? ?????? ????? ???? ???? ??????? ???????? ??????? ???????? ??????? ???????? ????? ???????? ?????? ????? ???????? ????? ,?????????? ?????? ????? ???? ?????? ???????? ??????? ?????????? ????????? ??????? ????? ,?????? ?????? ?????????? ??????????? ??????? ????????? ,?????? ???????? ????????? ,?(??????? .????????? ??????? ????Computers.com????CNET-??? ask.com(
  • 11. 11 ,???????????? ???????? ??????? ,??????? ???????2014??? -?????? ??????? ???????????? ???????? ,?????? .?????? ?????? ??????? ???????? ??????? ?????????? ???? ?????? ????? ????????? ????????? ???????? ??????? ???????? ????????? ?????? ,?)??????? ??????? ??????eBay???????? ?????? ????????? ???????? ???? .(????????? ,?????? ??????? ????????? ????????Priceline??????? ??????? ???? ?????? ???????? ????? ,?????? /?????? ?????? (?)????? ?????????? ???? ??????? ??????? ????? ??????? .???????? ??????? ????? ???? ,??????? ,?????? ????????? ???????? ?????????
  • 12. 12 ,???????????? ???????? ??????? ,??????? ???????2014??? -??????????? -??? ???????? ?????? ????? ,??????????? ??????? ???? ???????UPS?????????? ?????? , ,?????? ??????????? ?????????? ??????? ??????? ?????? ?????????? ????????? .???????? ???????? ???? ??????? ?????? ???????? ?????? ????? ,??????? ??????? ??????????
  • 13. 13 ,???????????? ???????? ??????? ,??????? ???????2014??? -??????? ??????? ????????? ??????? ???? ???????? ???????? ?????? ???? ??????? ???????? ????????? ??????? ????????? ?????? ???????? ????????????? ????? ????? , ???????????? ???? ???? ?????????? ????????? ??????? ??????? ?????????? ??????? .???? ?????? ???????? ,?)??????? ???????Verifone????Hewlett Packard???? ??????? ????? ???? ???? ( cybermediaries??????? ???????? ???? ??????? ?????? ??????? ????????? ?????? ????????????.
  • 14. 14 ,???????????? ???????? ??????? ,??????? ???????2014??? -?????? ??????? ???????? ???? ???????????? ??????????????? ????????? ?????? ?????? ????????? ?????? ???????????? ???????? ???? ????????? ??????? ?????? ,???????? ???????? ?????????? ????????? ???? ??????? ??????? .???????? ?????????? ,?)??????? ????????? ????????? ????????? ?????? ??????? ??????Verisign( ,?)??????? ???????? ????????? ??????????TRUSTe ) (Benassi 1999(
  • 15. ,???????????? ???????? ??????? ,??????? ???????2014??? 15 -???????????? ???????? ??????? ??????? ?????????? ,??????? ????????? ?????????? ???????? ??????? ?????? ????? ???? (?)??????????? ??????? -????????? ????? ???? ??????? ??????? ??????? ???????? ,??????? ????????? ?????? , ?????? ?????????? ??????? ???????? ??????????? ???? ???????? ????? ???? ??????? ???????? ,????????? ???????? ???????? ????????? ???? ???????? ??????? ???? ?????? .(.?????? ????? ,?????? ???????? ??????????? ??????? ????????? ????????? ?????? ???? ,????? ???? .???????????? ?????????????? ????????? ???????? ????? ????? ???? ?????????? ???????? ???? .???????????? ?????? ???????? ????????? ????? ?????????
  • 16. 16 ,???????????? ???????? ??????? ,??????? ???????2014??? -???????? ¡ö-???????? ???? ???????? ????????,??????? ???? ?????? ???????? ??????? ???????????? ???????? ????????? ?????? ?????? ????????? ??????????? ????????? ,???? ?????? ??????? ?????? ???? ???? ????????? ?????????? ????????? ???? ,???????? ??????? ???? ,???????? ??????? ??????? ???????????? .???????? ???? ,???????????? ????? ¡ö-????????? ??????? ???????? ???????????? ??????????? ,???????? ???? ???????? ?????? ???????? ?????? ??????? ???? ,????????? ????? ???? ???????? ???????? ??????? ????? ?????? ??????? ?????? ???????? ???????? ???????? ?????????? ??????????? ????? ????? ???? ????????? ???? ?????? .???????????? ????????? ?????? ????? ???????? ????? ????????? ¡ö-???????????? ,?????? ???? ?????? ???? ???? ?????? ?????? ?????? ????????? ????????? ???? ??????? ???????? .?????? ???????? ????? ??????? ??????? ?????????? ????????? ?????????? ???? ???????? ???? ????????? ???? ????? ???????? ??????? ????????? ??????? ????? ?????? ????? ????????? -??? ???????? ,??????? ,??????????cybermediation.
  • 17. ,???????????? ???????? ??????? ,??????? ???????2014??? 17 2002Blackwell Science Ltd, Information Systems Journal 12, 231¨C246 -????????????? Porter, M. (1985) Competitive Advantage, Free Press, New York. Bailey, J. and Bakos, Y. (1996) An Exploratory Study of the Emerging Role of Electronic Intermediaries, International Journal of Electronic Commerce, 1:3, pp. 7-20. Heijden, H.G.M. van der (1996) The changing value of travel agents in tourism networks: Towards a network design perspective. In Information & Communications Technologies in Tourism (Schertler W., Schmid B., Tjoa A.M., and Werthner H., Eds.), Wien/New York: Springer-Verlag, 151-159. Bakos, Y. (1998) The Emerging Role of Electronic Marketplaces on the Internet, Communications of the ACM, 41:8, pp. 35-42. Benassi, P. (1999) TRUSTe: An Online Privacy Seal Program, Communications of the ACM 42:2, pp. 56-59.