上海交通大学学报

上海交通大学学报（自然版）

• 管理科学 • 上一篇    下一篇

声誉及网络外部性网上市场价格离散

王强，陈宏民，郭冰
  

  1. （上海交通大学 安泰经济与管理学院， 上海 200052）
  • 收稿日期:2010-01-06 修回日期:1900-01-01 出版日期:2010-12-31 发布日期:2010-12-31

The Analysis of Reputation and Network Externalities of Price Dispersion in OnLine Market

WANG Qiang,CHEN Hongmin,GUO Bing
  

  1. (Antai College of Economics & Management, Shanghai Jiaotong University, Shanghai 200052, China)
  • Received:2010-01-06 Revised:1900-01-01 Online:2010-12-31 Published:2010-12-31

摘要： 基于搜寻理论，探讨了网上交易市场中，当卖家声誉存在差异以及存在网络外部性影响时，搜寻成本对网上交易市场价格水平和价格离散程度的影响.博弈分析的结果表明：较高的搜寻成本使得不同声誉水平的卖家同时存在于网上交易市场；为了同高声誉卖家竞争，低声誉卖家不得不将产品的价格降低，导致网上交易市场产品价格的离散化；网络外部性的强度增加将加剧价格离散程度.此外，高声誉卖家通过提供广告推广活动提高了买家的搜寻效率，使得买家搜寻活动有所减少，从而买家愿意为高声誉卖家支付较高的价格，导致市场价格离散加剧.

关键词: 搜寻成本, 声誉, 网络外部性

Abstract: According to the searching theory, this paper explored the effects of searching cost on equilibrium price and price dispersion following the variability of sellers’ reputation and network externalities. The results show that higher searching cost can make sellers with different reputation coexist in the online markets; in order to compete with the higher reputation sellers, sellers with lower reputation have to reduce the products price and thus leads to price dispersion; The increasing of network externalities can lead to more price dispersion. Furthermore, the advertisement by higherreputation sellers can improve buyers’ searching efficiency and reduce buyers’ searching activities. In order to compete with higherreputation firms, the lowerreputation sellers have to reduce the price and thus the price dispersion becomes more serious.

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