搜寻成本、声誉和网络外部性下网.pdfVIP

研究领域：产业组织理论 研究领域：产业组织理论 研研究究领领域域：：产产业业组组织织理理论论 搜寻成本、声誉及网络外部性下 搜寻成本、声誉及网络外部性下 搜搜寻寻成成本本、、声声誉誉及及网网络络外外部部性性下下 网上交易市场价格离散 网上交易市场价格离散 网网上上交交易易市市场场价价格格离离散散 王 强，陈宏民，杨剑侠 （上海交通大学安泰经济与管理学院，上海200052） 摘 要 本文基于搜寻理论，探讨网上交易市场中，当卖家声誉存在差异及存在网络外部性 时，搜寻成本对价格水平和离散程度的影响。研究表明：较高的搜寻成本使得不同声誉水平 的卖家同时存在于网上交易市场；为了同高声誉卖家竞争，低声誉卖家不得不将产品的价格 降低，导致网上交易市场产品价格的离散化；网络外部性的强度的增加将加剧价格离散程度。 此外，高声誉卖家通过提供广告推广活动提高了买家的搜寻效率，使得买家搜寻活动有所减 少，从而买家愿意为高声誉卖家支付较高的价格，导致市场价格离散加剧。 关键词 搜寻成本 声誉 网络外部性 价格离散 Searching Cost, Reputation Network Externalities and Price Searching Cost, Reputation Network Externalities and Price SSeeaarrcchhiinngg CCoosstt,,RReeppuuttaattiioonn，NNeettwwoorrkkEExxtteerrnnaalliittiieessaannddPPrriiccee Dispersion of On-LineMarket Dispersion of On-LineMarket DDiissppeerrssiioonnooffOOnn--LLiinneeMMaarrkkeett WANGQiang, CHENHong-min, YANGJian-xia (Antai College of Economics Management , Shanghai Jiao Tong Univ. , Shanghai 200052 , China) Abstract: Abstract: AAbbssttrraacctt:: According to the searching theory, we explore the effects of searching cost on equilibrium price and price dispersion following the variability of sellers’ reputation and network externalities. The results show that higher searching cost can make sellers with different reputation coexist in the on-line markets; in order to compete with the higher- reputation sellers, sellers with lower reputation have to reduce the products price and thus leads to price dispersion; The increasing of network externalities can lead to more price dispersion. Furthermore, the advertisement by higher-reputation sellers can improve buyers’ searching efficiency and reduce buyers’ searching activities. In order to compete with higher-reputation f