基于消费者行为的网上集体议价商务模式分析  

The Analysis of Online Group-buying Business Model based on Consumer Behavior theory

作　　者：毛彦妮[1] 韩耀[1] 

机构地区：[1]南京财经大学国际经贸学院,江苏南京210003

出　　处：《南京财经大学学报》2009年第6期50-54,共5页Journal of Nanjing University of Finance and Economics

摘　　要：商务模式创新是电子商务的基本特征之一,网上集体议价是一种全新的网上拍卖模式,能否清晰的界定这一商业模式,是其成败的关键。本文从消费者行为的角度结合对以往集体议价商务对比研究,提出了集体议价商务模式的基本构架模型,研究结果对现有的集体议价网站和准备采用这种模式的企业、投资者有一定的借鉴作用。Business model innovation is one of the basic features of e-business. Group-buying, as a new online auction model, its success depends on if it can be clearly defined. In this paper, based on a comparative study of past group-buying website and Consumer Behavior theory, we explore a basic framework of online group-buying discount model. The results are helpful for those group-buying firms and investors.

关 键 词：网上集体议价 商务模式 消费者行为 

分 类 号：F724.6[经济管理—产业经济]