网络团购研究现状述评及未来展望  

A Review of the Literature of Online Group-buying and Prospects

作　　者：王海平[1] 刘树林[1] 

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《外国经济与管理》2013年第7期73-80,共8页Foreign Economics & Management

摘　　要：网络团购自出现以来一直受到学术界的广泛关注。近几年,随着电子商务的发展和消费者购买行为的变化,网络团购更是成为一种流行的营销渠道和购物方式,相关学术研究也日益丰富。本文根据研究视角的不同,从网络团购消费者行为规律、网络团购拍卖机制与拍卖策略、网络团购模式特点三个方面对近年来的相关文献进行了综述,分析了网络团购在研究内容和研究方法上的最新进展,并对未来研究方向进行了展望。Online group-buying has received extensive attention from the academia since its emer- gence. In recent years,with the development of e-commerce and the changes in consumers＇ purchase behavior,online group-buying has become a popular marketing channel and a mode of shopping, and related researches are also increasingly rich. According to different research perspectives, this paper re- views recent literature of online group-buying in three aspects, namely consumer behavior rules, auc- tion mechanism and strategies and the characteristics of different online group-buying modes. Then it analyzes the latest development of online group-buying in regard to research contents and ways, and points out the directions in future research.

关 键 词：网络团购 拍卖机制 电子商务 

分 类 号：F270[经济管理—企业管理]