Transaction Streams: Theory and Examples Related to Confidence in Internet-Based Electronic Commerce
本文分析互联网上商品和服务交易的方式，提出交易流模型解释为何电子市场反而增加中介，并以保险业为例说明与信任相关的实例。
This paper analyses how transactions related to the exchange of goods and services are being performed on the Internet. The adoption of electronic markets in an industry has a disintermediation potential because it can create a direct link between the producer and the consumer (without the need for the intermediation role of distributors). Electronic markets lower the searches cost allowing customers to choose between more providers. This ultimately reduces both the costs for the customer and the profits for the producer. In this paper it is contended that electronic markets on the Internet have the opposite effect, resulting in an increase in intermediators. It introduces transaction streams which model how transactions are being conducted and helps explain the types of new intermediators that are appearing on the Internet. The mechanisms by which companies are exploring ways of extending transaction streams are also described. To illustrate the model, the paper briefly analyses transaction streams in the insurance industry and provides examples related to confidence in electronic commerce.