经济与管理研究
經濟與管理研究
경제여관리연구
Research on Economics and Management
2015年
11期
90-96
,共7页
电子商务%C2C%地理位置%信号理论
電子商務%C2C%地理位置%信號理論
전자상무%C2C%지리위치%신호이론
e-commerce%C2C%geographic location%signaling theory
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。
本文基于信號理論和區域經濟學相關理論，提齣基于商品質量識彆難度與地理質量信號彊度關繫的分析模型，併對中國淘寶網實際商品銷售數據進行實證檢驗。研究髮現，賣傢店鋪的分佈數量和銷售業績因商品類型和註冊地有顯著差異。具體地，對于地方特產，原產地的商傢數量和平均銷量要高于非原產地的商傢數量和平均銷量；而對于品牌消費電子產品，一線城市的商傢數量和平均銷量要高于非一線城市的商傢數量和平均銷量。
본문기우신호이론화구역경제학상관이론，제출기우상품질량식별난도여지리질량신호강도관계적분석모형，병대중국도보망실제상품소수수거진행실증검험。연구발현，매가점포적분포수량화소수업적인상품류형화주책지유현저차이。구체지，대우지방특산，원산지적상가수량화평균소량요고우비원산지적상가수량화평균소량；이대우품패소비전자산품，일선성시적상가수량화평균소량요고우비일선성시적상가수량화평균소량。
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 .
