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Online Consumer-to-consumer Market In China - A Comparative Study Of Taobao And Ebay

机译：中国在线消费者对消费者市场-淘宝和Ebay的比较研究

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摘要

China's fast-growing online consumcr-to-consumcr (C2C) market merits widespread research efforts. However,it has so far received little research attention. In this exploratory study,we chose Taobao - a leading online C2C auction company in China with more than 70% of market shares - as our research context. We focus on the general market structure of Taobao in terms of three factors: market distribution,market growth,and market concentration. Based on these factors,we reveal the differences between Taobao and eBay. In our preliminary data analyses,we adopt total online reputation scores to measure the transaction volumes of online sellers. We also propose the sample-based Herfindal-Hirschman Index as a measure in the comparison of concentration levels between the two markets and at different time points. Our empirical data analyses suggest that online transaction volumes of Taobao sellers demonstrate many stochastic properties similar to those on eBay with some distinguishing properties,such as a faster growth rate but a lower concentration trend. We note that in 2006 Taobao sellers tended to maintain stabilized transaction volumes while market growth slowed. This reflects the effect of the competition in China's online C2C market on Taobao's performance.
机译：中国快速发展的在线消费者对消费者（C2C）市场值得广泛研究。但是，迄今为止，它的研究很少受到关注。在这项探索性研究中，我们选择了淘宝网作为研究背景，淘宝网是中国领先的在线C2C拍卖公司，其市场份额超过70％。我们从三个方面来关注淘宝的总体市场结构：市场分布，市场增长和市场集中度。基于这些因素，我们揭示了淘宝和eBay之间的差异。在我们的初步数据分析中，我们采用总的在线声誉评分来衡量在线卖家的交易量。我们还提出了基于样本的Herfindal-Hirschman指数，作为比较两个市场之间以及在不同时间点的集中度的一种度量。我们的经验数据分析表明，淘宝卖家的在线交易量显示出许多类似于eBay的随机特性，但具有一些明显的特性，例如更快的增长率但更低的集中度趋势。我们注意到，在2006年，淘宝卖家倾向于保持稳定的交易量，而市场增长放缓。这反映了中国在线C2C市场竞争对淘宝网表现的影响。

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