基于消费者决策模型的换客交易行为研究

随着电子商务和网络经济的蓬勃发展,采用"物物交换"方式进行交易的换客已经成为互联网上一个独特的群体。本文通过分析换客的交易动机将换客大致分为五种类型,同时指出换客仍然是理性的经济人,他们的交易也基本遵循等价交换的原则。最后本文采用传统的消费者决策模型分析研究了换客的交易过程,指出换客的交易行为与原始社会的"物物交换"存在本质的区别,旨在帮助人们加深对换客交易行为的认识,并对这种交易方式的健康发展提供可借鉴之处。

A study of the behavior of huanke's transactions based on the consumer decision-making model

As e-commerce and Internet economy booming, people those who adopt "barter deals involving" to finish their transactions have become a unique group on the Internet which called "huanke" in Chinese.Based on the analysis for the motivations of customer transactions,this paper divided huanke into five categories.What's more, the paper claimed that huanke are rational economic men, their transactions also follow the basic principles of the exchange like normal transactions.Finally,this paper analyzed the huanke's transactions using the traditional consumer decision-making model.The author noted that the huanke's transactions are essentially different from the "barter deals involving"in the primitive society.The goal of this paper is to help people to understand huanke's transactions better and promote the healthy development of this new transactions.