团购网站消费行为模式的信息经济分析

Information Economics Analysis on Consumer Behavior Mode of Groupon

团购网站Groupon是在web2.0环境下产生出来的一种新兴电子商务模式,发展进程具有跳跃式增长的特点,其具有羊群效应、长尾理论、网络外部性等显著的信息经济学特性。从信息经济学的角度来分析,网络团购交易过程本身就是一种博弈,团购网站消费行为模式体现了重复博弈的特性,商家、网站、用户三方之间也存在着信息不对称的情况。通过网络团购的价格离散,可以实现市场的分离均衡,优化市场效率,提高市场容量。

Gmupen is a new e commerce mode generated in the environment of web2.0. It＇s developing by leaps and bounds, and it has notable features of information economics such as herding effect, long tail, network externalities. From the perspective of information economics analysis, the process of network group buying itself is a game. Consumer behavior mode of Groupen also reflects the feature of repeated game. Information asymmetry exists among trade company, websites and users. Through price dispersion of network group buying, separating equilibrium can be realized. Meanwhile, market efficiency can be optimized, and market capacity can be improved.