一种C2C市场中网购商品虚增销量的识别模型

The Detection Mode of Inflating Sales on Online Shopping in C2C Markets

电子商务市场中不法电商企业通过多种方式虚增其商品销量,给消费者提供错误的认知信息。基于理性"经济人"及网购决策信息搜索成本理论,提出了一种C2C市场中网购商品虚增销量的识别模型。该模型假设了关于买家和卖家的虚增商品销量的识别指标,并通过采集来自某C2C电商平台的交易数据集对提出的虚增销量识别模型进行了实证研究。研究结果表明,该识别模型对C2C市场下虚增商品销量的识别是切实可行的。该研究模型可以给电商交易平台和相关部门提供监管启示,对促进电商市场的公平竞争和健康发展有着一定的指导意义。

The illegal E-commerce vendors attempt to increase their product sales by all means in C2C E-commerce markets,and provide customers with misleading perceptions about the product.On the basis of analyzing consumers' information search costs for online shopping decision-making and the homo economicus assumption,a detection mode of inflating sales is proposed for consumers online shopping in C2C markets.It is hypothesized that several indicators including characteristics of sales inflation and the consumers' information search costs from the perspective of consumers and vendors can be used to detect inflating sales.Finally,the mode is empirically tested by using a dataset from E-commerce Website of C2C.The experimental results show that the method can effectively detect inflating sales in C2C markets.It provides guidance for fair competition and healthy development of E-commerce market.