电商市场长尾现象的形成机理与实证研究
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摘要
基于搜索成本理论,以消费者网购茶叶为例,结合消费者个体特征,构建电商市场长尾现象形成机理模型并进行实证研究。结果表明,电商市场搜索成本的降低能正向影响消费者购买利基产品的数量,从而产生长尾现象,但这种影响随着不同年龄、收入和教育水平等消费者特征的变化而改变,说明长尾现象产生的根本原因是消费者特征,搜索成本的降低对其起调节作用。因此,电商市场应该关注长尾现象下企业的新型竞争策略和消费者的新型购物行为,一方面关注产品类型和企业规模变化,选择最恰当的利基产品经营策略,发挥长尾现象最大效应;另一方面在长尾现象支配下,重点关注消费者消费行为的变化和消费习惯的转移。
Based on the theory of search costs, taking consumers' online tea shopping as an example, through analyzing the features of consumers, we construct a basic model to describe the Long Tail formation mechanism. And we also make empirical studies on the model. The results show that the reduced search costs in e-commerce market can increase the number of consumers' niche products online, which leads to the Long Tail. However, the number of niche products also depends on the features of consumers, such as the consumers' age, income and education, which indicates that the features of consumers leads to the Long Tail, and the reduced search costs plays the role of regulating. Therefore, the retailers should pay attention to the new competitive strategy and the new shopping behavior of consumers with the background of the Long Tail in e-commerce market. On the one hand, the retailers should focus on the changes in the type of products and the size of the company. This can help retailers to choose the best niche strategy to get the best out of the Long Tail. On the other hand, the retailers should also concern on changes of consumer behaviors and shifts of consumer habits under the control of the Long Tail.
Based on the theory of search costs, taking consumers' online tea shopping as an example, through analyzing the features of consumers, we construct a basic model to describe the Long Tail formation mechanism. And we also make empirical studies on the model. The results show that the reduced search costs in e-commerce market can increase the number of consumers' niche products online, which leads to the Long Tail. However, the number of niche products also depends on the features of consumers, such as the consumers' age, income and education, which indicates that the features of consumers leads to the Long Tail, and the reduced search costs plays the role of regulating. Therefore, the retailers should pay attention to the new competitive strategy and the new shopping behavior of consumers with the background of the Long Tail in e-commerce market. On the one hand, the retailers should focus on the changes in the type of products and the size of the company. This can help retailers to choose the best niche strategy to get the best out of the Long Tail. On the other hand, the retailers should also concern on changes of consumer behaviors and shifts of consumer habits under the control of the Long Tail.
引文
[1] TOFTEN K,HAMMERVOLL T.Niche Marketing Research:Status and Challenges [J].Marketing Intelligence & Planning,2013,31(3):272-285.
[2] ANDERSON C.The Long Tail [EB/OL].(2004-10-01) [2018-09-07].http://www.wired.com/wired/archive/12.10/tail.html/.
[3] 张瑞东,蒋正伟.阿里农产品电子商务白皮书(2014) [EB/OL].(2015-06-01) [2018-09-11].http://www.aliresearch.com/Blog/Article/detail/id/20459.html.
[4] BRYNJOLFSSON E,HU Y,SMITH M D.Consumer Surplus in the Digital Economy:Estimating the Value of Increased Product Variety at Online Booksellers [J].Management Science,2003,49(11):1580-1596.
[5] BRYNJOLFSSON E,HU Y,SIMESTER D.Goodbye Pareto Principle,Hello Long Tail:The Effect of Search Costs on the Concentration of Product Sales [J].Management Science,2011,57(8):1373-1386.
[6] BRYNJOLFSSON E,HU Y,SMITH M D.From Niches to Riches:Anatomy of the Long Tail [J].MIT Sloan Management Review,2006,47(4):67-71.
[7] BRYNJOLFSSON E,HU Y,SMITH M D.A Longer Tail?Estimating the Shape of Amazon’s Sales Distribution Curve in 2008 [R].Cambridge:Massachusetts Institute of Technology Sloan School of Management Working Paper,2009.
[8] KUKSOV D.Buyer Search Costs and Endogenous Product Design [J].Marketing Science,2004,23(4):490-499.
[9] CACHON G P,TERWIESCH C,XU Y.On the Effects of Consumer Search and Firm Entry in a Multiproduct Competitive Market [J].Marketing Science,2008,27(3):461-473.
[10] KENDALL T D,TSUI K.The Economics of the Long Tail [J].The B.E.Journal of Economic Analysis & Policy,2011,11(1):1-34.
[11] STIGLER G J.The Economics of Information [J].Journal of Political Economy,1961,69(3):213-225.
[12] WIMBLE M,TRIPP J,PHILLIPS B,et al.On Search Cost and the Long Tail:The Moderating Role of Search Cost [J].Information Systems and E-Business Management,2016,14(3):507-531.
[13] DIVINE R,LEPISTO L.Analysis of the Healthy Lifestyle Consumer [J].Consumer Marketing,2005,22(4/5):275-283.
[14] 申广军.“资本—技能互补”假说:理论,验证及其应用 [J].经济学(季刊),2016(4):1653-1682.
[15] ZHU F,ZHANG X Q.Impact of Online Consumer Reviews on Sales:The Moderating Role of Product and Consumer Characteristics [J].Journal of Marketing,2010,74(2):133-148.
[16] CLARE D,MEHDI T,PETER L,et al.Green Products and Corporate Strategy:An Empirical Investigation [J].Society and Business Review,2006,1(2):144-157.
[17] 郭斌,甄静,谭敏.城市居民绿色农产品消费行为及其影响因素分析 [J].华中农业大学学报(社会科学版),2014(3):82-90.
[18] 张洁.基于消费者个体特性的茶叶消费行为——来自信阳市的调查 [J].现代商贸工业,2016(14):40-42.
[19] CHINTAKAYALA P K,YOUNG W,BARKEMEYER R,et al.Breaking Niche Sustainable Products into the Mainstream:Organic Milk and Free-range Eggs [J].Business Strategy and the Environment,2018,27(7):1039-1051.
[20] AKERMAN A,GAARDER I,MOGSTAD M.The Skill Complementarity of Broadband Internet [J].Quarterly Journal of Economics,2015,130(4):1781-1824.
(1)本文研究没有涉及年龄高于55岁以上的消费者。
(2)该茶企线下直营店主要分布在北京、福建和广东等武夷岩茶销量较高的地区,其余地区采取加盟店或直接供货等方式。
(3)线上和线下同种类型茶叶标签价格相同,但是线上消费者零碎购茶时,需自付运费。
[2] ANDERSON C.The Long Tail [EB/OL].(2004-10-01) [2018-09-07].http://www.wired.com/wired/archive/12.10/tail.html/.
[3] 张瑞东,蒋正伟.阿里农产品电子商务白皮书(2014) [EB/OL].(2015-06-01) [2018-09-11].http://www.aliresearch.com/Blog/Article/detail/id/20459.html.
[4] BRYNJOLFSSON E,HU Y,SMITH M D.Consumer Surplus in the Digital Economy:Estimating the Value of Increased Product Variety at Online Booksellers [J].Management Science,2003,49(11):1580-1596.
[5] BRYNJOLFSSON E,HU Y,SIMESTER D.Goodbye Pareto Principle,Hello Long Tail:The Effect of Search Costs on the Concentration of Product Sales [J].Management Science,2011,57(8):1373-1386.
[6] BRYNJOLFSSON E,HU Y,SMITH M D.From Niches to Riches:Anatomy of the Long Tail [J].MIT Sloan Management Review,2006,47(4):67-71.
[7] BRYNJOLFSSON E,HU Y,SMITH M D.A Longer Tail?Estimating the Shape of Amazon’s Sales Distribution Curve in 2008 [R].Cambridge:Massachusetts Institute of Technology Sloan School of Management Working Paper,2009.
[8] KUKSOV D.Buyer Search Costs and Endogenous Product Design [J].Marketing Science,2004,23(4):490-499.
[9] CACHON G P,TERWIESCH C,XU Y.On the Effects of Consumer Search and Firm Entry in a Multiproduct Competitive Market [J].Marketing Science,2008,27(3):461-473.
[10] KENDALL T D,TSUI K.The Economics of the Long Tail [J].The B.E.Journal of Economic Analysis & Policy,2011,11(1):1-34.
[11] STIGLER G J.The Economics of Information [J].Journal of Political Economy,1961,69(3):213-225.
[12] WIMBLE M,TRIPP J,PHILLIPS B,et al.On Search Cost and the Long Tail:The Moderating Role of Search Cost [J].Information Systems and E-Business Management,2016,14(3):507-531.
[13] DIVINE R,LEPISTO L.Analysis of the Healthy Lifestyle Consumer [J].Consumer Marketing,2005,22(4/5):275-283.
[14] 申广军.“资本—技能互补”假说:理论,验证及其应用 [J].经济学(季刊),2016(4):1653-1682.
[15] ZHU F,ZHANG X Q.Impact of Online Consumer Reviews on Sales:The Moderating Role of Product and Consumer Characteristics [J].Journal of Marketing,2010,74(2):133-148.
[16] CLARE D,MEHDI T,PETER L,et al.Green Products and Corporate Strategy:An Empirical Investigation [J].Society and Business Review,2006,1(2):144-157.
[17] 郭斌,甄静,谭敏.城市居民绿色农产品消费行为及其影响因素分析 [J].华中农业大学学报(社会科学版),2014(3):82-90.
[18] 张洁.基于消费者个体特性的茶叶消费行为——来自信阳市的调查 [J].现代商贸工业,2016(14):40-42.
[19] CHINTAKAYALA P K,YOUNG W,BARKEMEYER R,et al.Breaking Niche Sustainable Products into the Mainstream:Organic Milk and Free-range Eggs [J].Business Strategy and the Environment,2018,27(7):1039-1051.
[20] AKERMAN A,GAARDER I,MOGSTAD M.The Skill Complementarity of Broadband Internet [J].Quarterly Journal of Economics,2015,130(4):1781-1824.
(1)本文研究没有涉及年龄高于55岁以上的消费者。
(2)该茶企线下直营店主要分布在北京、福建和广东等武夷岩茶销量较高的地区,其余地区采取加盟店或直接供货等方式。
(3)线上和线下同种类型茶叶标签价格相同,但是线上消费者零碎购茶时,需自付运费。