C2C模式下价格离散形成机制研究

华中科技大学硕士学位论文C2C模式下价格离散形成机制研究姓名：李原申请学位级别：硕士专业：企业管理指导教师：常亚平20080429I69SPSS13.0C2CIIAbstractWiththematurityoftheInternet,aconvenientandclippingweb-transactionplatformhasbeensetup.EC,thebrandnewindustry,hasgainedhugedevelopmenttheseyearswiththecomparativelylowertransactioncostcomparedtothetraditionalmarketbasedonthedevelopmentoftheInternet.Thetheoryandtimeofpricedispersioninthetraditionalsettinghavebeencollidedduetotheburgeoningonlinemarket.Theopeningandconvenienceoftheonlinemarketdon’tmakeitselftheexpected“non-frictionalmarket”.Thepricedispersionshouldbediminished,whichmeansthepriceoftheproductswiththesamequalityshouldbeinthesameplace.Pricedispersionistheparamountfactorwhichshouldbereferredtowhenthecompanyplanstodecidetheprice.DecreasingthepricedispersionoftheproductsoftheonlinemarketandimprovingthemarketefficiencyarethemajorchannelwhichareconsideredtobethepathwayofthedevelopmentofECinChina.Thisresearchisdirectingatthedemonstrationresearchontheproblem.Thisresearchdiscussestheinfluencingfactorsofthepricedispersionfromtheaspectsofelectronictradesmanattributeandmarketattribute.ThisresearchalsodoesthedemonstrationresearchontheinfluencingfactorsofthepricedispersionoftheonlinemarketaccordingtotheprocessingconsequenceoftheSPSS13.0whichcomesfromtheonlineobservationofthepricedistributionofnearly70differenttypesofmobilephones(takingTaobaoasanexample).TheformingmodelofthepricedispersioninthemodeofC2Chasbeenconstructedfromthispaper.Theresearchexhibitstheresultasfollows:electronictradesmanandmarketattributearetakingeffectonthepricedispersion,butofwhich,themajorinfluencingfactorismarketattribute.Thesequenceoftheinfluencingmagnitudeoftheinfluencingfactorsofthepricedispersionis(frombigtosmall):1,consumerinvolvement;2,thenumberofcompetitorsinthemarket;3,thedurationinthemarket.IntheelectronictradesmanIIIattribute,thedurationinthemarketshowsthepositiverelationtothepricedispersion,butthereliabilityinfulfillment,shippingandhanding,inventoryposition,consumerawarenessandthirdpartyattestationshownorelationtothepricedispersion.Inthemarketattribute,consumerinvolvementshowspositiverelationtopricedispersionwhichimproveswiththeimprovementoftheconsumerinvolvement;however,thenumberofcompetitorsshowsnegativerelationtopricedispersionwhichgoesdownwiththeenlargementofthecompetitors.Keywords:PricedispersionElectronictradesmanattributemarketattribute√111.11.1.120072007CNNIC200761.622.11200625002006390031.7%25%InternetPanetal20032C2C1.1.2PanRatchfordandShankar2003Bailey,1998BrynjolfssonandSmith,200020061119613(Searching),,,,,Internet,InternetInternetInternetInternetStiglerInternetInternet1-141-1AAAAB:Diamond5RobertandStahlDiamondStahlMcaMinn224;,;BrynjolfssionandSmithAmazaonCDsBooksCDUniverseAmazaonCDs2Internet6Internet(BrynjolfssonandSmith,2000),3Bailey(1998)Brynjolfsson,Smith20001001-1Bailey(1998a,1998b)19961997Brynjosfosnsmith(2000)1998---1999OECD(1997)19972240200620059---20051071-1Negeratuetal(1998)4Stigler(1961)StiglerSxQP1PP(nm)P1PPP1PPx1xxx1xxt1ttt1ttmt1ttPSQQ81-2(1)(2)Stigler5%10%5%10%(3)011(4)10101.2tPF(Q)9C2CC2C1.31.3.1C2C1.3.21069SPSS13.0C2C1-31124menucostpricedispersionmenucostpricedispersionXingPan2.1Bakos1997BryjolfssonandSmith2000BrynjolfssonSmith2000Bailey1998199619975212125108CD104BaileyBailey1998BrynjolfssonSmith20001998219995412020CDCD33%25%Bailey1998BrynjolfssonSmith2000LeeGasain2002199922000195CD2231%11%2118%-19%Clayetal200127%73%13Clayetal200299523%42%AncaraniShankar2001CD13720Erevellesetal2002ScholtenSmith20021976200070200014.5%197612%12.8%BrownGoolsbee2002Morton20013602552.9%142006CDCDCDCD2-1Bailey1998(CD)Bailey1998(CD—)ScholtenSmith(2002)()Bryjolfssonsmith(2000)(CD)Mortonetal(2001)()Erevellesetal(2001)()BrownGoolsbee(2002)()Clayetal(2002)()AncaraniShankar(2004)(CD—)LeeGosain(2002)(CD)(CD)AncaraniShankar(2004)(CD—)()Xinpan,BrianT.Ratchford,VenkatashShankar.PricedispersionontheinternetAreviewanddirectionsforfutureresearch.Journalofinteractivemarketing:2004.1162-1152.2Clayetal20011999820001323995Bayeretal(2004a)36199911200151819991118Bayeretal(2004b)20008200131000Ratchfordetal(2003a)Ratchfordetal(2003b)20001120011120032CDDVDPDA600050038.5%28.7%28.8%1611.8%9.8%10.4%Bayeretal(2004a)2.3BrynjolfssonSmith(2000)TangXing(2001)DVDAncaraniShankar(2004)CD13720TangXing(2001)Pan(2003b)172.4Degratuetal(2000)Shankaretal(2001)Panetal(2003a)LynchAriely(2000)LalSavary(1999)1234fixedcostChenHitt(2003)ChenHitt18ChenHitt(2003)Smith2001CarltonChevalier2001DVDChenandHitt2003Smith2001BaylisPerloff(2002)4%1%Varian200019PanRatchfordShankar20042033.1PanRatchfordandShankar,2001SmithetalSmithetal123.1.11)Smithetal,200021Novaketal,20002)Smithetal,2000;,3)Shankaretal,2001224)BrynjolfssonSmith(2000)5)PanRatchfordandShankar,20036)Shankaretal,1999;Urbanetal,1986Schmalensee(1982)GeyskensGiekensDekimpe(2000)237)Urbanetal,20008),WALmart.com24BrynjolfssonSmith(2000)Amazon.com7%-12%AdamicHuberman(1999)(AOL),9)3.1.21)GielensandDekimpe,2001CarlsonandMcAfee,1983Cohen,2000DahlbyandWest,1986CarlsonMcAfee(1983)DahlbyWest(1986)Cohen,2000,Amazon.comBarnes&NobleAmazon.c