We then describe the advantages and disadvantages of B to C e-commerce and propose measures to reduce consumer involvement cost through a comparison between the involvement costs of traditional and cyber purchases.

• 通过比较从商店直接选购和从网上购物的两种介入成本,阐述了开展B-C电子商务的企业优势和劣势,并提出了企业用以降低消费者介入成本的措施。