电子市场价格分散、信息价值与效率:多视角的分析框架

Price Dispersion,Information Value and Market Efficiency in Electronic Markets:A Multi-Perspectives Analytical Framework

电子市场是集合买卖双方交换价格和产品信息的跨组织信息系统,已成为撮合交易的重要虚拟场所,其对有形市场的影响力日益彰显,引起理论界和实务界的密切关注。本文将电子市场价格分散、信息价值与效率问题放在同一分析框架下研究,从不同的视角审视电子市场现存文献的解释力度;指出电子市场价格分散现象是多种因素综合作用的结果,消费者的搜寻异质、买方偏好(品牌、信任与忠诚度等因素)、服务质量、市场结构特征等多变量共同决定了电子市场的价格分散度、信息价值及效率大小;最后,提出了未来电子市场的研究方向,即通过价格比较购物技术扩散模型的引入,建立集影响电子市场价格的多变量于一体的理论分析框架,探讨电子市场价格分散及与其相关联的信息价值测度和市场效率等基础理论问题。

Electronic markets are inter-organizational information systems that allow the buyers and sellers to exchange information about prices and product offerings, have become the important virtual marketplaces matching transactions which play an increasing role on the physical markets and absorb eyeballs of researchers and practitioners. In this paper, we incorporate the proxies about price dispersion, information value and market eflqeiency in electronic markets into the same analytical framework for research, examine the explaining strength of existing literature on electronic markets form different perspectives. Based on that, we point out that price dispersion phenomena in electronic markets result from comprehensive effects of many factors, and it is consumers＇ search heterogeneity, buyers＇ preferences including brand, trust and loyal degree factors, service differentiation and market structure characteristics that co-assume the degree of price dispersion, information value and efficiency. In the final, we outline the future directions for research, that is, in order to probe into the theories about price dispersion, measure of information and market efficiency in electronic markets, an comprehensive theory analytical framework that integrates those aspects influencing the price should be suggest through the introduction of price-comparison shopping diffusion model.