International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The evolution of the intermediaries in e-commerce environment
Wei Rong

With the development of network economy, e-commerce platform has increasingly become a worldwide trading place of various kinds of products and services. This environment makes direct trading between producers and consumers through the Internet possible, which impact the traditional mode of product marketing, put forward severe challenges to the existence and development of middlemen in the traditional marketing channels. Therefore some scholars consider, intermediaries, under the rapid development of information technology, will gradually withdraw from the historical stage. This article carried on the thorough analysis for the reasons of the existence of electronic intermediaries, and discusses the new development space and prospect of new middlemen, from the perspective of information asymmetry of the network environment.

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