网上销售的影响因素:利基与热门市场的对比研究  

Factors Affecting Online Sales:A Comparative Study between Niche and Popular Markets

作　　者：周耿[1] 于笑丰[1] 

机构地区：[1]南京大学商学院,江苏南京210093

出　　处：《当代财经》2012年第5期73-84,共12页Contemporary Finance and Economics

基　　金：国家自然科学基金资助项目(71002028)

摘　　要：长尾理论表明,互联网更利于利基市场的发展。然而,近期有研究认为热门市场在网上更有优势。为了验证在线商家在这两类市场的不同表现,我们对淘宝网上的791家店铺的64万余种产品的销售数据进行了分析。结果表明,网上销售受到信誉、产品多样性、价格、口碑以及被推荐机会等因素的影响,并且这些影响在利基和热门市场上表现出显著的差异。其中,信誉、产品多样性、价格和口碑对利基产品销售的影响更大。基于历史数据的被推荐机会对热门产品的销售有正向影响,而对利基产品的销售有负向影响。此外,我们还发现了网上销售的后发优势。The Long Tail Theory suggests that the Internet contributes greatly to the development of the niche market. However, some recent researches believe that the there is ready sale for popular products online. In order to verify the different performances of online vendors in the two types of markets, this paper conducts an analysis on the sales data of more than 641 thousand kinds of products sold by 791 shops on Taobao. The results show that online sales are influenced by such factors as reputation, product variety, price, public praise and recommendations. And these influences also present significant difference in the niche market and popular market. Of which, the factors of reputation, product diversity, price, and public praise have a greater impact on the sales of niche products. The recommendations based on past data have a positive effect on the sales of popular products and a negative effect on the sales of niche products. In addition, it is found that online sales have the advantage of backwardness.

关 键 词：长尾理论 利基产品 热门产品 推荐机制 淘宝网 

分 类 号：F274[经济管理—企业管理]