C2C市场上消费者从众决策研究——基于面板数据模型

Consumer's Conformity in C2C Markets Based on Panal Data Model

电子商务市场蓬勃发展的同时,也存在严重的信息不对称现象,给消费者带来极大的购物风险。文章基于信息不对称理论,利用淘宝网交易数据对C2C市场上消费者的从众决策行为进行研究。研究发现C2C市场上店铺的日销量在店铺间存在二八分布的特征,说明网络消费者在购买商品时有从众行为。基于面板模型对店铺市场份额的研究表明,店铺历史销量信息对消费者选择店铺的决策有显著正向影响,而店铺信用对消费者决策的影响并不显著。因此,建议C2C交易平台增加退货量指标、动态销量图以及销量和价格的相互对应信息等,以促进消费者理性购物。

The serious information asymmetry makes the risk of shopping in booming e-commerce market. This paper explores consumers＇ herd behavior in Chinese C2 C market on trading data Taobao. com based on asymmetric information theory. We found that the distribution of daily sales in stores on C2 C market is characterized by pareto distribution,indicating that consumers＇ online purchasing is conformity. The results of the panel mode about market share show that the history sales of the shop tend to have positive effect on consumers＇ decisions significantly,credit do not affect consumer significantly. This paper suggests the C2 C trading platform increase the following to make consumer purchase rationally：returned sales,dynamic sales,and the sales responding to the price.