电商异质性与线上价格离散

线上价格没有如预期一般走向收敛,反而普遍存在价格离散的情况。文章利用京东、国美、苏宁、天猫经营的六大类家电的价格数据来衡量线上价格离散度,并从电商异质性角度探讨其对于线上市场效率的影响。结果发现：首先,差异化的电商经营模式会通过调价行为、价格黏性以及消费者搜寻活动来加大价格离散程度。其次,电商平台通过其行业占有率以及市场渗透率来提高细分市场的可能性,从而加剧价格离散、降低市场效率。最后,相比平台式电商,自营式电商并没有通过增加调价频次和价格黏性来促进价格离散,反而有可能削弱自营电商的正向加剧效应。文章为线上统一市场的研究提供了新的研究思路,也为政府在电商平台监管和治理方面上提供了有益的借鉴。

E-commerce Heterogeneity and Online Price Dispersion

Online prices do not converge as expected, but there is a general situation of price dispersion. This paper uses the price data of six categories of home appliances operated by JD, Gome, Suning and Tmall to measure online price dispersion, and discusses its impact on online market efficiency from the perspective of e-commerce heterogeneity. The results show that,firstly, differentiated e-commerce business mode can increase price dispersion through price adjustment, price stickiness and consumer search activities. Secondly, this paper finds that e-commerce platforms will increase the possibility of market segmentation through their industry share and market penetration, thus exacerbating price dispersion and reducing market efficiency. Finally, compared with platform e-commerce, self-operated e-commerce does not promote price dispersion by increasing price adjustment frequency and price stickiness, but may weaken the positive intensification effect of self-operated e-commerce.This paper provides new research ideas for the study of online integrated market, and also provides reference for the government in the supervision and governance of e-commerce platforms.