摘要
本文基于信号理论和区域经济学相关理论,提出基于商品质量识别难度与地理质量信号强度关系的分析模型,并对中国淘宝网实际商品销售数据进行实证检验。研究发现,卖家店铺的分布数量和销售业绩因商品类型和注册地有显著差异。具体地,对于地方特产,原产地的商家数量和平均销量要高于非原产地的商家数量和平均销量;而对于品牌消费电子产品,一线城市的商家数量和平均销量要高于非一线城市的商家数量和平均销量。
Based on the signaling theory and research findings on regional economics , this paper puts forward an analysis model between the difficulty in identifying quality of goods and the signal intensity of geographic location , and makes an empirical test by the actual data from Taobao .com.It is found that under the environment of C 2C e-commerce in China,the geographic location may affect the distribution of the online stores and their sales performance .For local specialty products ,the quantity and the average sales of seller stores from the origin locations are more than those from the other locations;for the branded consumer electronics ,the quantity and the average sales of seller stores from the first-tier cities are higher than those from other cities .
出处
《经济与管理研究》
CSSCI
北大核心
2015年第11期90-96,共7页
Research on Economics and Management
基金
国家自然科学基金重点项目“在线个性化定制系统的设计特性对消费者定制行为的影响研究”(71331007)
北京市自然科学基金项目“特大城市突发公共事件微博舆情演化的动力学模型及计算机仿真”(9142003)
首都经济贸易大学校级项目“C2C电子购物环境中地域特性对商家的业绩影响”(2015XJQ014)
关键词
电子商务
地理位置
信号理论
C2C
e-commerce
C2C
geographic location
signaling theory
