交易群体态度转变视阈下专业市场融合电子商务研究

摘要

This paper mainly analyzes the group preference , environmental pressure and group heterogeneity which influ-ences on trading group's attitude change.We also build a nonlinear dynamic model to reveal the role of the trading group 's atti-tude change.The study has found that the change of the group's attitude caused by group preference and environmental pres-sure is an important driving force to renovate way to trade for the specialized market .It will eventually promote the specialized market to achieve transition from the pure commodity supplier to the provider with comprehensive service function .Finally, the article takes the “Yiwu China Commodity City” as a case to empirically test the theory and the model .%　　本文分析了群体偏好、环境压力以及群体异质性对专业市场交易群体态度转变的影响，并通过构建专业市场群体态度转变的非线性动力学模型，揭示了交易群体态度构成在专业市场交易方式转变中的作用。研究结果发现，因群体偏好和环境压力导致的群体态度转变是传统专业市场革新交易方式的重要动力，交易群体态度和行为的转变将最终推动专业市场由单纯的商品供应商向具有综合服务功能的提供商演进和跃迁。最后，以义乌“中国小商品城”为例，进一步证实了上述理论和模型。