Introduction to E-Commerce (E-Commerce in Theory and Practice)

This book brings together the new trends, new knowledge, new methods and new tools in the development of e-commerce in China and global and appropriately expounds the basic concepts and cultural concepts of e-commerce from the perspective of e-commerce basic knowledge and e-commerce culture. The key technology involved including e-commerce support, payment, and security is introduced. This book highlights the practical application of the applied psychology of e-commerce in business activities and expounds the system structure, transaction mode, and decision-making strategy paradigm of e-commerce with typical examples. This book helps readers to understand the basic concepts, the latest knowledge and the way of e-commerce development. This book elaborates the theory, specific tools, methods, and practical experience, which can be used as a textbook or professional book for e-commerce courses and also a reference book for interested readers.

Dr. Qin Zheng, second-level professor, is Professor of the School of Information Science and Technology of Tsinghua University, Doctoral Supervisor, Deputy Director of the E-commerce Teaching Steering Committee of the Ministry of Education, Director of the E-commerce Teaching and teaching materials Research Center of colleges and universities, Chairman of the National E-commerce Education Development Alliance, and won the title of Beijing Famous Teacher. He presided over the completion of national 973 major scientific research projects, scientific and technological research projects, and national exploration projects. It won the gold medal of the 43rd 44th Geneva International Invention Exhibition, 3 first prizes of science and technology awards of the Ministry of Education, 28 national invention patents, published more than 10 academic works, and e-commerce courses won national quality courses. It has trained more than 100 postdocs, doctors and postgraduates.

Dr. Wang Guolong is Assistant Professor, School of Information Technology and Management, University of International Business and Economics. He has published more than 10 academic works in computer science. He has participated in the writing of several e-commerce textbooks and works. 

Dr. Deng Wanqiu currently holds the position of Head of the Secretariat at the National E-commerce Education Development Alliance and the secretariat of Digital Economy Committee of Sichuan Higher Education Society, where she has actively contributed to numerous research projects. Her achievements include the completion of the Sichuan Province payment industry development report, China―five Central Asian cross-border e-commerce development report, and various other industry research reports. Furthermore, she is credited with 3 utility model patents, 12 computer software works, and has made significant contributions to over 10 academic works.

Dr. Hao Yanli is mainly engaged in research and application on new drug delivery systems and pharmaceutical e-commerce, and she is currently the deputy head of the Secretariat of the National E-commerce Education Development Alliance. She has led and participated in multiple research projects, published over 30 papers.