The Changeable Role of Intermediaries in E-commerce

The emergence of e-commerce has affected the intermediaries drastically.This paper compares the functions of intermediaries in traditional markets and electronic markets from the bearing of market function.It analyzes the potential roles of intermediaries from three aspects:disintermediation,reintermediation and cybermediation.Under the conditions of e-commerce,the transactions between producer and customer,or seller and buyer,can be directly realized relying on the virtual market based on network.