基于网络外部性的虚拟商圈成长:理论分析和实证检验  

Virtual Trade Circle Growth Base on Network Externalities:Theoretical Analysis and Empirical Test

作　　者：唐红涛[1] 

机构地区：[1]湖南商学院,湖南长沙410205

出　　处：《兰州商学院学报》2015年第2期67-74,共8页Journal of Lanzhou Commercial College

基　　金：国家社科基金重点项目:"我国城市流通产业空间结构优化研究"(13AJY015);湖南省社科基金项目:"信息化与湖南流通现代化研究"(12JD39);湖南省科技计划项目:"基于大数据的湖南省农产品信息数据资源整合研究"(2014FJ6029)

摘　　要：虚拟商圈的不断扩大使之成为学者关注的焦点。本文在深入分析虚拟商圈成长机理的基础上,利用面板数据的变系数模型测算了虚拟商圈的网络外部性,结论显示不同虚拟商圈的网络外部性具有显著差异,并且这种差异主要是来自于虚拟商圈性质、品牌以及商品专业化程度。平台式虚拟商圈的网络外部性强于自营式虚拟商圈,知名度大的虚拟商圈网络外部性大,商业综合化程度高的虚拟商圈网络外部性大。Virtual business circle expansion has increasingly become the focus of scholars .We use the variable coefficient panel data model to measure the network externality basing on the analysis of the growth mechanism of virtual business circle .Results show that network externalities of different virtual business circle has significant differences , and this difference is mainly from nature , brand and product specialization degree the of the virtual business circle .Network externality of platform virtual business cir-cle is stronger than the proprietary virtual business circle , and well-known virtual business circle and large integrated commercial .

关 键 词：虚拟商圈 成长性 面板分析 

分 类 号：F713.36[经济管理—产业经济]