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328Vol132No1820108ForeignEconomics&ManagementAug.2010,(,200433):,,,,,:;;;:F270:A:1001O4950(2010)08O0051O07:2010O05O21:(:70828003):(1976-),,;(1965-),,,,2090,EBSCO,electroniccommerce,,,,,,,,,,,,,/;,;,,,,5152(328)/,,;,;,(),[1,2],,BhatnagarGhose(2004),63%ChunOYao(2007),Ratchford(2003);,,,,SuZhangSu400,,,,,[3]Zhang,,[4],[5],,[6,7]Rodrguez(2002),,,,,(ThompsonYuanyou,2005;Xiaoni,2007;Mahumd,2008),XuPaulins(2005)Lester(2005),,ZhangPrybutokStrutton(2007),,KellyRonald(2007),,,,,MarimonCristbal(2006),,Ballantine(2005)ChechenLiao(2006),ChiaOChi(2008),SarvDevaraj(2006),,,ZhilinMinjoon(2002),,,53(),MollaLicker(2005)ShaabanAlireza(2009),LeeKim(2007),ChongPervan115,[8],,,,AkÔuraAltlnkemerB2BB2CP2PeOspeak,B2BB2CP2PeOSpeak,,,[9]DanielGrmshaw(2002),,,Shih,,,[10],,,,,,,,,[11],,,IT,IT,JaeONam(2003),,,,,,,,,(),,,(MorganHunt,2009),,KalyanamMcIntyre(2002),,LancastreaLages,,,,,,[12],C2CB2CKikuLori(2008)DavidDetmar(2004)C2CB2C,Dan(2008)B2C,B2B,,,B2BC2C,54(328),C2CB2B,Martin(2005)B2B,B2B,,,,,(),,,,,,,,Granados,,[13],,,,,Prithviraj(2006),,Granados(2008),,,WilsonZhang,,,,,,,[14](2006),,,,,,,,,,,,(),,,[15],,,I-(internetOenabledcommerce)M-(mobilecommerce)U-(ubiquitouscommerce);,WuHisaAfuahTucci,,WuHisa,,M-I-,,,U-[16],,,55,,[17],,(Beall,2003),20%30%;,,CarteraStevens,,,,,,,[18],,,,,,,,,,,,,MingOTen(2005),,,,,,,,webManviVenkataram(2005),(dis2tributedproxy),(proxy),,,Agent,,,XiaoBenbasat(2007),,,,,,Jih(2005):,,,SangunWooju(2007)HuiyeHoOFung(2007)JeraldHughes(2008)P2P,,,,,,56(328),,,,,,:,,,;,,,;,,,,,,,,,,,,,,,:11,,,,,,,,21,,,,,,31,,,,,,41B2BB2B,,,B2B,,B2B;B2B,B2B,B2B,B2B,B2B51,57,,,,,,,,,,:B2Bbusinesstobusiness,;B2Cbusinesstocustomer,;P2Ppeertopeer,;eOspeakC2Ccustomertocustomer,[1]Walter,Z,Gupta,A,andSu,BC.ThesourcesofonOlinepricedispersionacrossproducttypes:AnintegrativeviewofonOlinesearchcostsandpricepremiums[J].InternationalJournalofElectronicCommerce,2006,11(1):37-62.[2]Johnson,EJ,Moe,WW,Fader,PS,Bellman,S,andLohse,GL.Onthedepthanddynamicsofonlinesearchbehavior[J].ManagementScience,2004,50(3):299-308.[3]BoOchiuanSu.CharacteristicsofconsumersearchonOline:Howmuchdowesearch?[J].InternationalJournalofElectronicCommerce,2008,13(1):109-129.[4]Zhang,JieJennifer,Fang,Xiao,andSheng,OliviaRLiu.Onlineconsumersearchdepth:Theoriesandnewfindings[J].Jour2nalofManagementInformationSystems,2006,23(3):71-95.[5]PaulAPavlou,andMendelFygenson.Understandingandpredictingelectroniccommerceadoption:Anextensionoftheoryofplannedbehavior[J].MISQuarterly,2006,30(1):115-143.[6]Bellman,S,Johnson,E,Lohse,G,andMandel,N.Designingmarketplacesoftheartificialwithconsumersinmind:Fourap2proachestounderstandingconsumerbehaviorinelectronicenvironments[J].JournalofInteractiveMarketing,2006,20(1):21-33.[7]MartinHolzwarth,ChrisJaniszewski,andMarcusMNeumann.Theinfluenceofavatarsononlineconsumershoppingbehavior[J].JournalofMarketing,2006,70(10):19-36.[8]SandyChong,andGrahamPervan.FactorsinfluencingtheextentofdeploymentofelectroniccommerceforsmallOandmediumOsizedenterprises[J].JournalofElectronicCommerceinOrganizations,2007,5(1):1-29.[9]MTolgaAkÔura,andKemalAltlnkemer.DiffusionmodelsforB2B,B2C,andP2PexchangesandeOspeak[J].JournalofOrgan2izationalComputingandElectronicCommerce,2002,12(3):243-261.[10]HsinOYuShih.Contagioneffectsofelectroniccommercediffusion:Perspectivefromnetworkanalysisofindustrialstructure[J].TechnologicalForecasting&SocialChange,2008,75(1):78-90.[11]VarunGrover,andPradipkumarRamanlal.Electroniccommerceandthebattleforconsumersurplus[J].MISQuarterly,1999,23(4):465-495.[12]AndrewLancastrea,andLuisFilipeLages.TherelationshipbetweenbuyerandaB2BeOmarketplacecooperationdeterminantsinanelectronicmarketcontext[J].IndustrialMarketingManagement,2006,35(6):774-789.[13]NelsonGranados,AlokGupta,andRobertJKauffman.Designingonlinesellingmechanisms:Transparencylevelsandprices[J].DecisionSupportSystems,2008,45(4):729-745.[14]JohnGWilson,andGuorenZhang.OptimaldesignofanameOyourOownpricechannel[J].JournalofRevenueandPricingMan2agement,2008,7(3):281-290.[15]AnnlFruhling,andKengSiau.AssessingorganizationalinnovationcapabilityanditseffectoneOcommerceinitiatives[J].Jour2nalofComputerInformationSystems,2007,48(1):133-145.[16]JenOHerWu,andTzyhOLihHisa.DevelopingeObusinessdynamiccapabilities:AnanalysisofeOcommerceinnovationfromiO,mO,touOcommerce[J].JournalofOrganizationalComputingandElectronicCommerce,2008,18(2):95-111.[17]TakayukiIto,MakotoYokoo,andShiqeoMatsubara.Acombinatorialauctionprotocolamongversatileexpertsandamateurs[R].PaperpresentedattheThirdInternationalJointConferenceonAutonomousAgentsandMultiOagentSystems,Washington,DC,USA,2004.[18]CraigRCartera,andCynthiaKayStevens.Electronicreverseauctionconfigurationanditsimpactonbuyerpriceandsupplierperceptionsofopportunism:Alaboratoryexperiment[J].JournalofOperationsManagement2007,25(5):1035-1054.(:)