电子商务市场消费分级中的长尾与搜索均衡性研究

A Study on Long Tail Effect and Search Equilibrium of Consumption Classification in the E-commerce Market

电子商务市场消费分级中的长尾效应形成了巨大的聚合交易流量。本文对长尾效应的形成机理进行理论分析,并通过研究设计对消费长尾效应与搜索的均衡性进行实证检验。研究表明:电子商务市场在消费分级中强化同质消费者的社交关系链,提升用户消费粘性并构建"去中心化"流量分配机制,形成消费长尾;电子商务市场消费分级中的长尾效应与消费者收入水平和受教育程度呈正向关联关系,与消费者的年龄不相关;搜索成本对消费长尾效应具有调节机制,能够促进高收入群体的长尾消费倾向,抑制高年龄群体的长尾消费倾向,对异质性受教育程度群体的调节效果不明显。文章提出电商消费分级的长尾经营策略,一方面关注利基产品搜索成本降低带来的个性化消费体验,另一方面加强利基产品共享电商平台中的消费个体特征信息管理与应用。

A huge aggregate transaction flow is formed from the long tail effect in the consumption classification of e-commerce market. This paper makes a theoretical analysis of the formation mechanism of the long tail effect,and carries out an empirical test in terms of the equilibrium between consumption long tail effect and search through research design. This paper proposes the long tail business strategy of e-commerce consumption classification. On the one hand,search cost of niche products can be reduced to bring consumers some individualized consumption experience;on the other hand,the characteristic information of individual consumption of niche products on shared e-commerce platform should be well managed and utilized.