Understanding the user in electronic commerce

Electronic commerce has rapidly become a reality giving rise to significant changes in the relationship between vendor/client and thus deserving a deep analysis. In the present scenario, businesses are called upon to provide products that are becoming more and more like services, and the client is invited to enter into a form of relationship marketing. In reference to this aspect of the development of electronic commerce, the present paper proposes a taxonomy of user/client behavior with reference to three factors a) the behavior of users in regard to the supplier of products b) the behavior of users within the Net c) the way in which users process the information content of messages elaborated by product supplier.