According to Rayport and Sviokla [13], technology has allowed the information about a product or service to be separated from the product or service itself. This new market space has three elements: 据rayport和维奥克拉[ 13 ] 技术已经允许信息约产品或服务必须分开,从产品或服务本身。这一新的市场空间有三个要素:(1) Content is what is being sold (i.e. what you take delivery of). This can be information, a service or a physical product; ( 1 )的内容是什么,是被卖出(即你提货) 。这可以信息, 服务或实物产品;(2) Context is how the content is presented for sale. Key to consumer loyalty, once the consumer is loyal to a particular context, there is a large potential for related transactions; ( 2 )的背景下,是如何的内容,是供售。主要以增加消费者的忠诚度,一旦消费者是忠于某个特定背景下, 有一个很大的潜力,为相关交易;(3) Infrastructure describes how the buyer and seller are brought together(三)基础设施描述如何买方和卖家聚集在一起Evans and Wurster [12] describe that navigation is now a separate business with three aspects: reach, affiliation, and richness: 埃文斯和wurster [ 12 ]形容说, 导航现在是一个独立的业务,与三几个方面:达成,无党派人士,以及丰富:(1)Reach refers to the number of different categories and products a consumer interface (e.g. store, catalog, and Web site) can cover. Reach also refers to the number of customers a business can interact with; ( 1 )达到数目,是指不同分类和产品消费界面(如商店,产品目录,网站) ,可涵盖的范围。 达到,也指用户数目企业可以互动;(2)Affiliation refers to whose interests are most important to the merchant: the customer’s, the retailer’s or the supplier’s? ( 2 )无党派人士是指谁的利益最重要的,以369 :客户的, 零售商或供应商的?(3)Richness is how much information can be exchanged between a producer and consumer. Richness has two aspects: customer information and product information.( 3 )丰富,是多少资料,可交换之间,生产者和消费者都有影响。 丰富度有两个方面:顾客信息和产品信息。