销售排名、电商数量与价格离散  

Sales Ranking,the Number of E-commerce Companies and Price Dispersion

作　　者：张艺 李秀敏 ZHANG Yi;LI Xiu-min(School of Economics&Commerce,Guangdong University of Technology,Guangzhou 510520,Guangdong,China)

机构地区：[1]广东工业大学经济与贸易学院,广东广州510520

出　　处：《中国流通经济》2022年第2期45-55,共11页China Business and Market

基　　金：国家自然科学基金面上项目“粤港澳大湾区创新网络演进与政策效应:创新要素流动的视角”(72173032);广东省哲学社会科学规划项目“粤港澳大湾区构建具有国际竞争力的现代产业体系研究”(GD20SQ07);广州市哲学社会科学规划共建课题“广东省劳动力非认知能力测量与职业技能提升”(2020GZGJ104)。

摘　　要：电商平台的垄断定价引起了广泛的关注,价格比较网站的出现降低了消费者跨平台搜寻商品的成本。利用国内价格比较网站收集全网在“双11”促销期间的销售大数据,可构建商品—时间的双向固定效应模型,实证检验电商数量、销售排名与价格离散的关系。研究发现,在线商品的价格离散度随电商数量增加而增大;价格比较网站的销售排名有助于提高在线商品的搜寻效率,排名越前的商品,价格离散度越低;机制分析发现电商数量增多并不能降低商品的平均价格,而是通过价格战的方式拉低最低价。价格比较网站作为提高搜索效率的工具,可以部分降低电商对消费者的价格歧视,约束电商平台的垄断定价权,促使互联网行业建立更开放、多元的生态体系。同时,政府作为电商平台的监管者,应鼓励跨平台价格搜索网站发展,并对电商平台垄断定价的行为实施干预和管制,不允许电商平台强制用户“二选一”,保障消费者跨平台选择的权利,让消费者拥有更多议价权,从而改善消费者的福利。The monopoly in e commerce platform pricing is attracting more attention,and the emergence of price comparison websites reduces the cost of consumers in searching for goods across platforms.The authors use price comparison websites to collect the big data of sales of the whole network during the"double eleven"commodity promotion period,and construct a two-way fixed effect model of commodity-time,and empirically test the relationship between the number of e commerce companies,sales ranking and price dispersion.The results show that:(1)the price dispersion of online goods increases with the number of e-commerce companies;(2)the sales ranking of price comparison websites helps to improve the searching efficiency of online goods,and the higher ranking can lower the price dispersion;and(3)mechanism analysis shows that the increase in the number of e-commerce companies cannot reduce the average price of goods,but pull down the lowest price through price war.Price comparison website,the tool that can be used to improve searching efficiency,can partially reduce e-commerce companies’price discrimination on consumers,constrain the monopoly of e-commerce platform in terms of pricing right,and promote the establishment of a more open and diversified eco-system in the Internet industry.At the same time,the governments,as the regulator of e-commerce platforms,should encourage the development of cross-platform price-searching websites,intervene and regulate the monopoly of e-commerce platform,prohibit the either-or phenomenon,guarantee consumer’s right to choose among different platforms,and make consumers to have more bargaining right,which will in turn to improve consumers’welfare.

关 键 词：电商竞争 价格比较 价格离散 搜寻成本 销售排名 

分 类 号：F274[经济管理—企业管理]