C2C电子商务卖家及其产品成交量的多层线性影响分析  

Study on the Hierarchical Linear Model for the Trading Volume and Business Credit Analysis of Consumer-To-Consumer Sellers

作　　者：甘平[1] 莫玲娜[2] 

机构地区：[1]广西工学院财政经济系 [2]广西工学院继续教育学院

出　　处：《财务与金融》2012年第1期54-62,共9页Accounting and Finance

摘　　要：论文以淘宝网为对象收集样本,运用多层线性模型研究价格、信息描述、默认排名、卖家信用度和卖家好评率对成交量的影响。结果显示成交量在不同商家间存在显著的差异,价格和信息描述会对成交量产生重要影响而默认排名影响不显著,卖家信用度和卖家好评率会对成交量产生显著的影响。This paper use the Hierarchical Linear Modeling to study the factors which affect the trading volume on product price,the information description and the default ranking,as well as the level of business credit and the favorable rate of sellers by samples data collected from Tao-Bao.We discover the volume between different sellers have significant difference,and the results showing the credit degree and the favorable rate have an obvious impact on the trading volume,while the price and information description having an influence on the volume in contrast to the not significant effect of the default ranking.

关 键 词：C2C电子商务 产品成交量 多层线性模型分析 

分 类 号：C931[经济管理—管理学]