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20076233CONSUMERECONOMICSJun.2007Vo1123No13:2007204214:(1962-),,,;(1980-),,C2C(,730000):,,C2C,,C2C,,,C2C,C2C:C2C;;;;:F71315:A:1007-5682(2007)03-0032-04,,C2C,,20061,11100,24.5%,1/4C2C,,,,,,,C2C,,:Childers[1],,KaminsMarks[2]Cox[3]193,,,,,,Trifts[4],:,,;,,,Jarvenpaa[5],:,Chau,Au[6],,,Bhatnagar[7],Internet,,[8-12]C2C23,,(1):1C2C1.,,C2C,,,C2C,,,,H1:,2.C2C,,,QQ,H2:,3.,,C2C,H3:,4.C2C,,:,,,,,,,,,,,,,,,,H4:,5.,,,,,H5:,C2C,,?,,6.C2C33,,,:,,H6:,7.,,,,H7:,8.,H8:1.250,178,71.2%Likert,1.5.,,12,Cronbach’s,12,Cronbach’s0.7,0.51,0.5095%,1,2.1Cronbach’s1121310.83371121310.802911210.802911,2131410.712711210.74121.,,2.,,0.80811.,,2.,,0.72531.,,2.,,0.7014433.2Cronbach’sC2C1.C2C2.C2C0.8008C2C1.C2C,2.C2C,0.81014.(Lisrel),,C2C,,,,33-()TC2C5.13663.31250.4070.38130.36910.1024.72932.46520.286-0.2078-0.2170-3.90451.89170.205C2C5.07682.89710.6131.74951.05410.387-0.3527-0.3774-C2C,Lisrel,,,;,:;::(1),(2),(3),(4),(5),(6),C2C,,,:(1)(),,(2),,(3),,,(4),(5),[1]Childers,M.L.,etal1MarketingTheoryandApplications[C]1Chicago,IL.:AmericanMarketingAssociation,1972,3:431-438.[2]Kaming&Marks,A.R.BargainingandConcession-MakingBilater2alMonopoly[J]1JournalofPersonalityandCocialPsychology,1968,(9):15-20.[3]Cox,A.D.Competingonprice:Theroleofretailpriceadvertisementinshapingstore-priceimage[J]1JournaofRetailing,1990,66(4):428-445.(38)53,,,;,,,,;,,,,,,;,,,,r,,,,,,,,,,,,,,90,,,,,,[1].[J].,2004,(12):84-85.[2].[J].,2004,(11):3-5.[3].[J].,2001,(8):31-34.[4].[J].,2002,(6):42-46.[5],.[J].,2006,(2):103-106.(35)[4]Trifts,W.C.,andClay,G.A.TheEconomicsofBargainingBehavior[J]1JournalofMarketing,1969,47:138-1481[5]JarvenpaaTractinsky,Vitale1Multiple-issueauctionandmarkeral2gorithmsfortheworldwideweb[J]1DecisionSupportSystems,1999,26(7):49-66.[6]ChauAu,Tam1MarketingTheory:EvolutionandEvaluation[M]1NewYork:JohnWiley&Sons,1988:120-133.[7]Bhatnagar,MisraRao1EffectsofBargaininginElectronicCommerce[R]1InstituteofElectricalandElectronicsEngineers,1998:174-181.[8].[D].,2003:7-97.[9].[D].,2003:4-15.[10].[D].,2003:21-30.[11].[D].,2003:38-59.[12].[D].,2004:13-49.83