Les auteurs examinent les conséquences du commerce électronique
pour les consommateurs, les distributeurs et les producteurs. Ils prennent pour
l'hypothèse qu'à court terme les
développements technologiques offriront des opportunités
incomparables concernant la localisation et la comparaison des offres de
produits. Ils étudient ces avantages comme une fonction des buts du
consommateur typique et des catégories de produits et services
recherchés, et ils proposent des conclusions relatives aux avantages et
aux inconvénients perçus dans l'achat interactif à
domicile par rapport aux formes de distribution traditionnelles. Les auteurs
discutent enfin les implications de leur recherche pour les structures
industrielles, en termes de concurrence entre distributeurs, entre producteurs,
et de relations producteurs — distributeurs.
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