声誉、搜寻成本与网上交易市场均衡  

Reputation,Search Costs and the Equilibrium of Online Auction Markets

作　　者：吴德胜[1] 李维安[2] 

机构地区：[1]南开大学商学院 [2]南开大学公司治理研究中心

出　　处：《经济学（季刊）》2008年第3期1437-1458,共22页China Economic Quarterly

基　　金：自然科学基金重点项目(70532001);南开大学人文社科校内青年项目(NKQ07015)提供的资助

摘　　要：本文在搜寻理论的框架内分析了在卖家声誉存在差异的情况下，网上拍卖市场搜寻成本对价格水平和价格离差的影响，进而考察了搜寻成本对网上市场声誉机制的影响。本文的结论是：尽管搜索工具提高了网上交易市场的效率，但网上交易市场仍存在不可忽视的搜寻成本；较高的搜寻成本导致不同声誉水平的卖家同时存在于网上交易市场，高声誉卖家制定的价格较高，低声誉卖家制定的价格较低；搜寻效率的提高可以降低均衡价格水平，网站提供的推广服务也可以降低搜寻成本，降低均衡价格水平。模型很好地解释了网上拍卖市场中的一些现象，也与最近文献的经验事实有较好的吻合。Within the framework of search theory, this paper analyzes the impact of search costs on equilibrium prices and price dispersions in internet markets when sellers have different reputations. Moreover, this paper also analyzes the influence of search costs on reputation mechanisms. The conclusion is that sellers of different levels of reputations can coexist in the market; sellers with bad reputation offer low prices to compete with sellers with good reputation; the improvement of search tools can reduce equilibrium prices;C2C websites ean reduce buyers＇ search costs by providing more efficient search services. Our model can explain some phenomena in the internet market and is consistent with empirical facts of recent literature.

关 键 词：网上交易 声誉 搜寻成本 市场效率 价格离差 

分 类 号：F724.6[经济管理—产业经济] F768.7