价格、广告对C2C重复购买的非线性影响研究:基于淘宝网交易数据的实证分析  

Nonlinear Effects of Price and Advertisement on C2C Repurchase Behavior:Empirical analysis based on Taobao transaction data

作　　者：谢尚才[1] 吕本富[1] 刘颖[1] 张崇[2] 

机构地区：[1]中国科学院大学管理学院,北京100190 [2]阿里巴巴集团研究中心,北京100025

出　　处：《数学的实践与认识》2015年第23期10-22,共13页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71202115;71172199;71203218);中国科学院研究生院院长基金(Y15101QY00);博士后科学基金(2011M500434)

摘　　要：重复购买率的提升成为网上商店的核心竞争力,基于淘宝网实际交易数据研究价格、广告因素对重复购买的影响关系,实证检验得出:商品价格与重复购买率之间存在倒U型关系,结论符合期望失验理论:广告投入与重复购买率之间存在U型关系,体现了广告投入的规模效应递增规律.在此基础上,进一步对比分析了搜索型、体验型、信任型三种不同商品类型的敏感度差异.研究丰富了C2C环境下的消费行为理论,同时为网店运营提供必要的决策支持.Enhancing of repeat purchase rate has become the core competency of online stores. Based on the real transaction data of TAOBAO, this paper analyze the influence of price and advertisement on repeat purchase, and concludes through an empirical model： Inverted U-shaped relationship exists between commodity prices and repurchase rates, which confirm the expectancy disconfirmation theory; The root cause for the U-shaped relationship between advertising investment and repurchase rates is increasing returns to scale of advertisement. Further more, this paper also make a comparative analysis on the sensitivity of three categories commodities, that of search type, experience type and credence type. This study enrich the theory of consumer behavior in C2C environment and provide the necessary decision support for online stores.

关 键 词：C2C电子商务 重复购买 非线性影响 期望失验 规模效应递增 

分 类 号：F724.6[经济管理—产业经济]