AN EVOLVING PARADIGM: "Many of the original structures that were constructed to facilitate electronic commerce on the Web were characteristic of a primitive, simple society, with
a common consciousness and internalized set of shared values," says a new paper
from Vanderbilt University. The paper says that these values arose largely from the original core group of academic-oriented Internet users and accounts for the unwillingness of consumers to register on Web sites and pay for content. It argues that marketers should focus on playing an active role in constructing new organic paradigms for "facilitating commerce in the emerging electronic society underlying the Web, rather than infiltrating the existing primitive mechanical structures."