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手机B2C市场中价格离散影响因素实证研究

Keywords: 价格离散,B2C市场,影响因素

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Abstract:

在线购物市场中价格离散现象普遍存在且价格离散程度受到评价分值、成交量和生命周期阶段等因素的影响。基于B2C购物网站——天猫商城的在线交易数据,运用多元回归分析方法,对其手机市场价格离散影响因素进行了实证检验,以期寻求不同手机细分市场价格离散现象的影响因素。研究结果表明评价分值离散和月成交量离散对高端手机价格离散存在显著影响,而针对低端手机市场,仅上市时间这一因素显著影响其价格离散且上市时间越长,其价格离散程度越大。

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