上海理工大学学报
上海理工大學學報
상해리공대학학보
Journal of University of Shanghai for Science and Technology
2015年
5期
485-492
,共8页
团购市场%双边市场理论%网络外部性%实证分析%计量模型
糰購市場%雙邊市場理論%網絡外部性%實證分析%計量模型
단구시장%쌍변시장이론%망락외부성%실증분석%계량모형
group-buying market%two-sided markets theory%network externality%empirical study%econometric model
团购已成为我国商家的新型营销模式和消费者的时尚购物方式，在某种程度上实现了市场双赢的效果，而商家和消费者作为市场中两个重要的参与主体，其行为之间存在相互影响。基于双边市场理论，采用格兰杰因果检验方法，研究了团购市场的双边市场特征。结果表明，我国团购市场是具有明显交叉网络外部性的双边市场。利用时间序列模型和面板数据，分析了双边规模的影响因素。实证结果显示，我国团购市场商户规模与消费者规模的相关度较高，电子消费者规模受物价水平和消费习惯的影响，并据此提出了有利于我国团购市场健康有序发展的建议。
糰購已成為我國商傢的新型營銷模式和消費者的時尚購物方式，在某種程度上實現瞭市場雙贏的效果，而商傢和消費者作為市場中兩箇重要的參與主體，其行為之間存在相互影響。基于雙邊市場理論，採用格蘭傑因果檢驗方法，研究瞭糰購市場的雙邊市場特徵。結果錶明，我國糰購市場是具有明顯交扠網絡外部性的雙邊市場。利用時間序列模型和麵闆數據，分析瞭雙邊規模的影響因素。實證結果顯示，我國糰購市場商戶規模與消費者規模的相關度較高，電子消費者規模受物價水平和消費習慣的影響，併據此提齣瞭有利于我國糰購市場健康有序髮展的建議。
단구이성위아국상가적신형영소모식화소비자적시상구물방식，재모충정도상실현료시장쌍영적효과，이상가화소비자작위시장중량개중요적삼여주체，기행위지간존재상호영향。기우쌍변시장이론，채용격란걸인과검험방법，연구료단구시장적쌍변시장특정。결과표명，아국단구시장시구유명현교차망락외부성적쌍변시장。이용시간서렬모형화면판수거，분석료쌍변규모적영향인소。실증결과현시，아국단구시장상호규모여소비자규모적상관도교고，전자소비자규모수물개수평화소비습관적영향，병거차제출료유리우아국단구시장건강유서발전적건의。
Group-buying has become a new marketing mode to sellers and a fashionable purchasing pattern to consumers,and makes the market a win-win result to some extent.Sellers and consumers are two main groups of market and may affect each other.The characteristics of group-buying market were analyzed by using the Granger causality test method based on the two-sided markets theory.The results show that the group-buying market is a kind of two-sided market with obvious cross network externality in China.Furthermore,the influencing factors of group-buying market were inspected by using a time series model and panel data.Some conclusions have been made that the correlation between business scale and consumer scale is high,CPI and spending habits affect the scale of consumers.The advices and suggestions for the sound and orderly development of group-buying market in China were put forward.
