研究：“羊群效应”促团购成功
<p></p><p><span word="We">We</span> <span word="might">might</span> <span word="like">like</span> <span word="to">to</span> <span word="think">think</span> <span word="we">we</span>'<span word="re">re</span> <span word="not">not</span> <span word="influenced">influenced</span> <span word="by">by</span> <span word="other">other</span> <span word="people">people</span>, <span word="but">but</span> <span word="a">a</span> <span word="new">new</span> <span word="study">study</span> <span word="into">into</span> <span word="the">the</span> <span word="group">group</span>-<span word="buying">buying</span> <span word="mechanisms">mechanisms</span> - <span word="like">like</span> <span word="those">those</span> <span word="used">used</span> <span word="on">on</span> <span word="coupon">coupon</span> <span word="sites">sites</span> <span word="such">such</span> <span word="as">as</span> <span word="Groupon">Groupon</span> <span word="and">and</span> <span word="LivingSocial">LivingSocial</span> - <span word="reveals">reveals</span> <span word="that">that</span> <span word="telling">telling</span> <span word="buyers">buyers</span> <span word="who">who</span> <span word="come">come</span> <span word="later">later</span> <span word="to">to</span> <span word="the">the</span> <span word="offer">offer</span> <span word="how">how</span> <span word="many">many</span> <span word="have">have</span> <span word="already">already</span> <span word="signed">signed</span> <span word="up">up</span> <span word="increases">increases</span> <span word="the">the</span> <span word="number">number</span> <span word="of">of</span> <span word="purchasers">purchasers</span>.</p><p><span word="Researchers">Researchers</span> <span word="at">at</span> <span word="the">the</span> <span word="University">University</span> <span word="of">of</span> <span word="Toronto">Toronto</span>'<span word="s">s</span> <span word="Rotman">Rotman</span> <span word="School">School</span> <span word="of">of</span> <span word="Management">Management</span> <span word="wanted">wanted</span> <span word="to">to</span> <span word="understand">understand</span> <span word="why">why</span> <span word="group">group</span> <span word="buying">buying</span> <span word="sites">sites</span> <span word="that">that</span> <span word="have">have</span> <span word="entered">entered</span> <span word="the">the</span> <span word="market">market</span> <span word="recently">recently</span> <span word="have">have</span> <span word="enjoyed">enjoyed</span> <span word="greater">greater</span> <span word="success">success</span> <span word="than">than</span> <span word="those">those</span> <span word="operating">operating</span> <span word="a">a</span> <span word="decade">decade</span> <span word="ago">ago</span>, <span word="such">such</span> <span word="as">as</span> <span word="Mercata">Mercata</span> <span word="and">and</span> <span word="MobShop">MobShop</span>.</p><p><span word="Earlier">Earlier</span> <span word="attempts">attempts</span> <span word="typically">typically</span> <span word="left">left</span> <span word="potential">potential</span> <span word="buyers">buyers</span> <span word="waiting">waiting</span> <span word="for">for</span> <span word="days">days</span> <span word="before">before</span> <span word="confirming">confirming</span> <span word="whether">whether</span> <span word="or">or</span> <span word="not">not</span> <span word="they">they</span> <span word="had">had</span> <span word="got">got</span> <span word="the">the</span> <span word="offer">offer</span> <span word="they">they</span> <span word="had">had</span> <span word="signed">signed</span> <span word="up">up</span> <span word="for">for</span>.</p><p>‘<span word="We">We</span> <span word="think">think</span> <span word="one">one</span> <span word="of">of</span> <span word="the">the</span> <span word="reasons">reasons</span> <span word="group">group</span>-<span word="buying">buying</span> <span word="has">has</span> <span word="been">been</span> <span word="successful">successful</span> <span word="recently">recently</span> <span word="is">is</span> <span word="because">because</span> <span word="of">of</span> <span word="the">the</span> <span word="short">short</span> <span word="time">time</span> <span word="horizon">horizon</span>,’ <span word="says">says</span> <span word="Rotman">Rotman</span> <span word="Professor">Professor</span> <span word="Ming">Ming</span> <span word="Hu">Hu</span>, <span word="who">who</span> <span word="co">co</span>-<span word="wrote">wrote</span> <span word="the">the</span> <span word="study">study</span> <span word="with">with</span> <span word="Professor">Professor</span> <span word="Mengze">Mengze</span> <span word="Shi">Shi</span> <span word="and">and</span> <span word="PhD">PhD</span> <span word="student">student</span> <span word="Jiahua">Jiahua</span> <span word="Wu">Wu</span>. ‘<span word="It">It</span> <span word="allows">allows</span> <span word="for">for</span> <span word="a">a</span> <span word="herding">herding</span> <span word="effect">effect</span>.’</p><p><span word="Another">Another</span> <span word="reason">reason</span> <span word="is">is</span> <span word="the">the</span> <span word="use">use</span> <span word="of">of</span> <span word="an">an</span> <span word="information">information</span> <span word="structure">structure</span> <span word="that">that</span> <span word="discloses">discloses</span> <span word="to">to</span> <span word="later">later</span> <span word="arrivals">arrivals</span> <span word="how">how</span> <span word="many">many</span> <span word="have">have</span> <span word="already">already</span> <span word="signed">signed</span> <span word="onto">onto</span> <span word="the">the</span> <span word="deal">deal</span>.</p><p><span word="Researchers">Researchers</span> <span word="looked">looked</span> <span word="at">at</span> <span word="two">two</span> <span word="ways">ways</span> <span word="of">of</span> <span word="designing">designing</span> <span word="the">the</span> <span word="purchasing">purchasing</span> <span word="mechanism">mechanism</span> <span word="for">for</span> <span word="a">a</span> <span word="group">group</span> <span word="buy">buy</span>: <span word="a">a</span> <span word="simultaneous">simultaneous</span> <span word="mechanism">mechanism</span>, <span word="where">where</span> <span word="no">no</span> <span word="one">one</span> <span word="knows">knows</span> <span word="how">how</span> <span word="many">many</span> <span word="buyers">buyers</span> <span word="have">have</span> <span word="come">come</span> <span word="before">before</span> <span word="them">them</span>, <span word="and">and</span> <span word="a">a</span> <span word="sequential">sequential</span> <span word="mechanism">mechanism</span>, <span word="where">where</span> <span word="a">a</span> <span word="second">second</span> <span word="group">group</span> <span word="of">of</span> <span word="buyers">buyers</span> <span word="has">has</span> <span word="the">the</span> <span word="advantage">advantage</span> <span word="of">of</span> <span word="knowing">knowing</span> <span word="the">the</span> <span word="size">size</span> <span word="of">of</span> <span word="the">the</span> <span word="first">first</span> <span word="group">group</span>.</p><p><span word="The">The</span> <span word="researchers">researchers</span>' <span word="analytical">analytical</span> <span word="model">model</span> <span word="shows">shows</span> <span word="the">the</span> <span word="most">most</span> <span word="successful">successful</span> <span word="mechanism">mechanism</span> <span word="is">is</span> <span word="the">the</span> <span word="sequential">sequential</span> <span word="one">one</span> <span word="because">because</span> <span word="it">it</span> <span word="eliminates">eliminates</span> <span word="uncertainty">uncertainty</span> <span word="for">for</span> <span word="those">those</span> <span word="coming">coming</span> <span word="later">later</span> <span word="to">to</span> <span word="the">the</span> <span word="deal">deal</span>, <span word="and">and</span> <span word="improves">improves</span> <span word="the">the</span> <span word="confidence">confidence</span> <span word="of">of</span> <span word="those">those</span> <span word="who">who</span> <span word="sign">sign</span> <span word="on">on</span> <span word="early">early</span>, <span word="as">as</span> <span word="they">they</span>'<span word="re">re</span> <span word="able">able</span> <span word="to">to</span> <span word="track">track</span> <span word="the">the</span> <span word="numbers">numbers</span> <span word="of">of</span> <span word="those">those</span> <span word="who">who</span> <span word="come">come</span> <span word="after">after</span> <span word="them">them</span>.</p>
页:
[1]