The emergence of the Internet and electronic commerce (EC) has transformed the way of conducting business, and the Internet undoubtedly has become a new medium, a new channel and a transaction platform for firms to approach their customers.

• 摘要网际网路与电子商务的兴起，不但颠覆了传统的商业交易模式，同时也成为厂商接近顾客的一种新的媒体、通路与交易平台。