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科技巨头正在消灭零售市场吗?

发自华盛顿特区——信息技术不仅仅在改变市场,也使市场变得无处不在,特别是对于家庭消费者来说。从世界上绝大多数地方,你现在都可以搜索商品和服务,比较来多个卖家的价格并提供详细的运输和送货说明,这一切只需点击一下鼠标或屏幕即可。

对于那些生长在现实现货市场——卖家们在商店货架上,公共广场或尘土飞扬的道路上展示自己的商品——的人来说,这堪称是一个梦想成真的结果。在很多情况下,常规购买行为都需要长时间的等待或是逐一的讨价还价。但借助在线市场,人们可以多方面地节省金钱,整个过程中的各阶段交易成本都大幅降低。

无论是透过搜索引擎还是亚马逊这类单一平台,在线市场都可以通过促进价格,效率以及客户体验方面的竞争来大幅增进消费者福利。如果消费者在每次购买时可以花费较少的可支配收入份额,他们就会拥有进行更多消费的空间,从而推高整体经济活动。

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