C2C模式下消费者的购买行为研究——从众购买还是口碑交易

What Matters in Consumer's Shop-selecting Model in C2C Market——Word-of-mouth or Herd Behavior

本文比较了C2C模式下消费者的从众购买和口碑交易。基于淘宝网的样本数据显示:店铺日销量和历史累积销量强相关,日销量呈帕累托分布,且不受信用等级影响。因子分析和多元回归实证分析表明,历史累积销量对消费者决策产生显著正向影响,而消费者对店铺的口碑信息不敏感,说明电子商务市场信息不对称现象严重,导致消费者在选择店铺时从众行为比口碑交易更严重。本文认为改善信用评价体系、提高市场信息透明度,有助于缓解消费者从众行为、维护店铺间的公平竞争。

This paper investigates whether consumers＇ herding decision or word-of-mouth play more role in C2C ecommerce market. Sampling data from taobao, corn reveals that daily sale volume has high correlation with the historical sale volume, daily sales is obviously pareto-distributed, that is not affected by reputation level. Results from factor analysis and multiple regression analysis show that the historical sale volume positively influences on consumers＇ purchase decision, and word-of-mouth has weak influence. So herd behavior caused by information asymmetry in C2C e-commerce market is more severe than trading on word-of-mouth. We suggest that improving credit evaluation system and information transparency would help to reduce herd behavior and maintain fair environment.