一、国内外学术界对交易模式的研究现状 (一)B to C下的交易模式研究。 关于B to C电子商务下的交易模式研究成果较少,国内的学者钟明(2000)认为可以根据交易客体(产品)的购买属性,即消费者购买产品时的参与程度将交易模式分成两大类:“高参与度产品”模式和“低参与度产品”模式。在“高参与度 First, the domestic and foreign academic research on the transaction mode (A) B to C under the transaction model. There are few researches on the trading model under B to C e-commerce. Domestic scholar Zhong Ming (2000) thinks that the trading model can be divided into two major categories according to the purchasing attributes of the transaction object (product), that is, Classes: “High engagement product” mode and “Low engagement product” mode. In "high engagement