電子商務與零售產(chǎn)業(yè)的市場結(jié)構【外文翻譯】_第1頁
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1、1外文翻譯外文翻譯原文原文ECOMMERCETHEMARKETSTRUCTUREOFRETAILINDUSTRIESMaterialSource:TheEconomicJournal120(June)651–682.Auth:MarisGoldmanisAliHtacsuChadSyverson€OnselEmreThisarticleexpleshowtheadventdiffusionofecommerceimpactsthestr

2、uctureofretailsimilarindustries.WhilethereisaburgeoningliteraturestudyinghowecommercehasaffectedpricespricedispersionmuchlesswkhaslookedathowthediffusionoftheInterhasinfluencedthenumbertypeofproducersthatoperateinanindus

3、try.Thatisquestionsofwhichbusinessesmostbenefitmostsuffer(perhapstothepointofhavingtoceaseoperations)fromthenewconsumermatchingdistributionsystemsthatecommercebringshavereceivedlittleattention.Conventionalwisdomsuggestst

4、hatsucheffectscanbelargediverseinimpacttherapidgrowthofbitzTravelocityExpediaattheexpenseoflocaltravelagenciesisoneoftcitedexample.Yetwedonotyetknowquantitativelyjusthowlargethisparticulareffecthasbeenwhethersimilarmecha

5、nismsoperateacrossdifferentindustries.Thisarticleseekstobegintoaddresstheseissues.Itisalmostcertainthatmethanjustequilibriumpricesareaffectedwhencommercespreadsinanindustry.Marketsharesareverylikelytochangegiventheeducti

6、oninconsumersearchcoststhatecommercecanbringanyfirm’spricedvantagewillbemultipliedintermsofmarketsharegains.Highercrosspriceelastiitiesimplydifferentialimpactsonindustryfirmsdependingonwhethertheyhaveaostadvantagedisadva

7、ntagerelativetotheircompetits.Itisalsoquitelikelythathesemarketsharechangescanbedrasticenoughtoleadsomefirmstoexitfromthemarketentirely.Ontheotherhlowersearchcostscouldalsoinducenewentryintoheindustry.Presumablythoughthe

8、seentrantsmaydifferonaveragefromindustryncumbentsbecauseecommercehasraisedthereturntobeingefficient(lternativelytobeingabletoproducehighqualitygoods).Insuchwaysecommerceanhaveimptantentryexitconsequencesaswell.Ourinvesti

9、gativeapproachcombinestheeticalempiricalanalyses.We3dealers.Wefindsupptfthepredictionsofthetheeticalmodel.GrowthinconsumersuseoftheInterfpurchasesislinkedtodeclinesinthenumberofsmall(presumablylowtype)establishmentsbutha

10、seithernosignificantimpactevenpositiveimpactongrowthintheindustriesnumbersoflargeestablishments.Interestinglywhiletheindustriesexperiencesimilarpatternsinmarketshareshiftsthespecificmechanismslinkingdecliningsearchcostst

11、otheshiftsdifferedacrosstheindustries.Theshiftsinthetravelagencyindustryreflectedaggregatechangesdrivenlargelybyairlinescuttingagentcommissionsasconsumersincreasinglyshiftedtoonlineticketsources.Inbookstesnewcardealerson

12、theotherhtheevidencesuggeststhatthedeclineinsmallretailoutletsreflectmarketspecificimpactsofInterdiffusion.Ourmodelcombineselementsoftwodistincttheeticalliteratures.Oneisthesetofsearchmodelswithconsumersthathaveheterogen

13、eoussearchcosts.Ourconceptualapproachoftreatingthediffusionofecommercetechnologiesasshiftingconsumerssearchcosts(perhapsdisparatelyfdifferentconsumers)istheobviousmotivationfdrawingonthispreviouswk.Thesecondliteratureinv

14、olvesindustryequilibriummodelsthatfeatureheterogeneousproducersendogenousionintoproduction.Thismeansthatecommerceinthisindustryfunctionsinawaythatalmostexactlymatcheshowweembodyitinthemodelthatisitispurelyademsidedevicet

15、hatlowersconsumerscostsofgatheringproductinfmation.Theessentialtechnologyofproductiondeliveryintheindustryisunchangedevenamonganynewproducersthatmightenterthemarketafterthechangeinsearchcosts.Thusnewcardealersallowustose

16、equitedirectlyhowreductionsinsearchcostsimpactanessentiallyisolatedsetofretailerswhosebasicdistributiontechnologyisnotimpactedbyecommerce.Theonlychangetheyfaceisinhoweasyitisfconsumerstofindoutabouttheirproductstobematch

17、edtolowpricedealerships.Thisarticlehasinvestigatedtheequilibriummarketstructurechangesspurredbytheintroductionofecommercetoolsthatreduceconsumerssearchcosts.Wespecifiedageneralindustrymodelinvolvingconsumerswithdiffering

18、searchcostsbuyingproductsfromheterogeneoustypeproducers.Solvingftheequilibriuminthegeneralcaseweshowedhowshiftsintheconsumersearchcostdistributionimpactequilibriumpricesmarketshares.Specificallydownwardshiftsinsearchcost

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