The Exploration of Transformation Strategies for Middlemen under the Environment of Electronic Commerce

First, we reviewed the related literature and developed the conceptual framework of this research. Then, we conducted a questionnaire survey on the domestic middlemen about their traditional functions, their EC transformation factors, their EC transformation strategies, and their EC functions.

Total 74 valid questionnaires were returned from the selected sample in the industries of department stores/wholesalers/retailers and import/export trade. The returned data were analyzed by statistical methods including factor analysis, cluster analysis, ANOVA and multiple comparison. We found that the traditional functions of middlemen can be classified into two factors: service and delivery, and inventory adjustment.