网络团购外文翻译文献Word格式.docx

网络团购外文翻译文献Word格式.docx

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网络团购外文翻译文献@#@网络团购外文翻译文献@#@（文档含中英文对照即英文原文和中文翻译）@#@原文：

@#@@#@Segmentinguncertaindemandingroup-buyingauctions@#@Demanduncertaintyisakeyfactorinaseller’sdecision-makingprocessforproductssoldthroughonlineauctions.Weexploredemanduncertaintyingroup-buyingauctionsintermsoftheextentoflow-valuationdemandandhigh-valuationdemand.Wefocusontheanalysisofamonopolisticgroup-buyingretailerthatsellsproductstoconsumerswhoexpressdifferentproductvaluations.Wealsoexaminetheperformanceofagroup-buyingsellerwhofacescompetitiveposted-pricesellersinamarketforthesaleofthesameproducts,undersimilarassumptionsaboutuncertaindemand.BasedonaNashequilibriumanalysisofbidder@#@strategiesforbothoftheseseller-sidecompetitionstructures,weareabletocharacterizethegroupbuyingauctionbidders’dominantstrategies.Weobtainedanumberofinterestingfindings.Group-buyingislikelytobemoreeffectiveinsettingswherethereislargerlow-valuationdemandthanhigh-valuationdemand.Thestructureofdemandmatters.Thisfindinghasrelevancetothemarketplacefornewcameras,next-generationmicroprocessorsandcomputers,andotherhigh-valuationgoods,whichareunlikelytobeaseffectivelysoldingroup-buyingmarkets.Weobtainedadditionalresultsforthecaseofcontinuousdemand,andfindthatthereisabasisforthesellertoimproverevenuesviaeffectivegroup-buyingauctionpricecurvedesign.@#@Keywords:

@#@Consumerbehavior,biddingstrategy,demanduncertainty,economicanalysis,electronicmarkets,group-buyingauctions,marketmechanism,posted-pricemechanism,simulation,uncertaintyrisk.@#@ThedevelopmentofadvancedITmakesitpossibletousenovelbusinessmodelstohandlebusinessproblemsinnewandinnovativeways.WiththegrowthoftheInternet,anumberofnewelectronicauctionmechanismshaveemerged,andauctionsaregenerallyknowntocreatehigherexpectedsellerrevenuethanposted-priceswhenthecostofrunninganauctionisminimalorcostless（Wang1993）.Someof thenewmechanismswehaveseenincludetheonlineYankeeandDutchauctions,andthe“name-yourown-price”and“buy-it-now”mechanisms.AnexampleiseBay’s Dutchauctionforthesaleofmultipleitemsofthesamedescription.Anotherofthesenewelectronicmarketmechanismsthatwehaveobserved isthegroup-buyingauction,ahomogeneousmulti-unitauction（Mitchell2002,Lietal.2004）.Internet-basedsellersanddigitalintermediarieshaveadoptedthismarketmechanismonsitessuchasLetsBuyItandeWinWin.Thesesitesoffertransaction-makingmechanismsthataredifferentfromtraditionalauctions.Intraditionalauctions,bidderscompeteagainstoneanothertobethewinner.Ingroup-buyingauctions,however,biddershaveanincentivetoaggregatetheirbidssothatthesellerordigitalintermediaryoffersalowerpriceatwhichtheyallcanbuythedesiredgoods（Hornetal.2000）.McCabeetal.（1991）haveexploredmulti-unitVickreyauctionsinexperimentalresearch,however,theydidnot@#@considerthepossibilityofstochasticbidderarrivalordemanduncertainty.@#@Thispaperisthefirsttoexaminetheimpactsofdemanduncertaintyontheperformanceononlinegroup-buyingauctions.BasedonaNashequilibriumanalysisofbidderstrategiesforamonopolistsellerandacompetitiveseller,weareabletocharacterizethegroup-buyingauctionbidders’symmetricanddominantstrategies.Wefindthatgroup-buyingislikelytobemoreeffectiveinsettingswherethereis largerlow-valuationdemandthanhigh-valuationdemand.Thus,thestructureofdemandatdifferentlevelofwillingness-to-paybyconsumersmatters.Thishasrelevancetothemarketplacefornewcameras,next-generationmicroprocessorsandcomputers,andotherhigh-valuationgoods.Weobtainedadditionalresultsforthecaseofcontinuousdemandvaluations,andfoundthatthereisabasisforthesellertoimprove revenuesbasedontheeffectivedesignofthegroup-buyingauctionpricecurvedesign.@#@THEORY@#@Themodelforthegroup-buyingauctionmechanismwithuncertainbidderarrivalthatwewilldevelopspansthreestreamsofliterature:

@#@demanduncertainty,consumerbehaviorandrelatedmechanismdesignissues;@#@auctioneconomicsandmechanismdesigntheory;@#@andcurrenttheoreticalknowledgeabouttheoperationofgroup-buyingauctionsfromtheISandelectroniccommerceliterature.@#@DemandUncertainty,ConsumerBehaviorandMechanismDesign@#@Demanduncertaintiestypicallyarecomposedofconsumerdemandenvironmentuncertainty（oruncertaintyabouttheaggregatelevelofconsumerdemand）andrandomnessofdemandinthemarketplace（reflectedinbrieftemporalchangesanddemandshocksthatarenotexpectedtopersist）.Consumeruncertaintyaboutdemandinthemarketplacecanoccurbasedonthevaluationofproducts,andwhetherconsumer