手机 B2 C市场中价格离散影响因素实证研究

摘要

Price dispersion is very popular in online shopping market ,and is affected by the evaluation score , quantity of transactions ,product life cycle etc .All the data are collected from the mobile phone market on the Tmall .com (which was separated from TaoBao .com in 2008 ,and now is the largest B2C website in China) , and the factors influencing the price dispersion are empirically examined by using the multiple regression anal -ysis .The purpose is to find out the influencing factors on the price dispersion in the mobile phone market seg -ments .The empirical results show that :level of evaluation score dispersion and monthly quantity of transac-tions have a significant influence on price dispersion in the high-end mobile phone market ;only the duration of introduction has a significant influence on price dispersion in the low-end mobile phone market ,and the rela-tionship between them is :the longer the duration is ,the higher the level of price dispersion becomes .%在线购物市场中价格离散现象普遍存在且价格离散程度受到评价分值、成交量和生命周期阶段等因素的影响。基于B2C购物网站---天猫商城的在线交易数据，运用多元回归分析方法，对其手机市场价格离散影响因素进行了实证检验，以期寻求不同手机细分市场价格离散现象的影响因素。研究结果表明：评价分值离散和月成交量离散对高端手机价格离散存在显著影响，而针对低端手机市场，仅上市时间这一因素显著影响其价格离散且上市时间越长，其价格离散程度越大。