团购机制秘诀：羊群效应 （英文转帖）

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原文来自英文阅读网：http://www.enread.com/news/cultureandedu/87924.html

我不觉得我们应该因为多数买家的影响而选购一件商品，而是应该根据自己的实际需要和经济实力选购适合自己的商品。做一个理性消费者远比随大流要好。

原文在下面，大家可以读一读，锻炼英语阅读水平。

We might like to think we're not influenced by other people, but a new study into the group-buying mechanisms - like those used on coupon sites such as Groupon and LivingSocial - reveals that telling buyers who come later to the offer how many have already signed up increases the number of purchasers.

我们也许认为我们不会受到他人的影响，但一项针对团购机制（正如Groupon和LivingSocial等团购网站的机制一样）的研究表明，告诉后来的买家已经有多少人报名参加能够增加购买者的人数。

Researchers at the University of Toronto's Rotman School of Management wanted to understand why group buying sites that have entered the market recently have enjoyed greater success than those operating a decade ago, such as Mercata and MobShop.

Earlier attempts typically left potential buyers waiting for days before confirming whether or not they had got the offer they had signed up for.

'We think one of the reasons group-buying has been successful recently is because of the short time horizon,' says Rotman Professor Ming Hu, who co-wrote the study with Professor Mengze Shi and PhD student Jiahua Wu. 'It allows for a herding（集中畜群） effect.'

Another reason is the use of an information structure that discloses to later arrivals how many have already signed onto the deal.

Researchers looked at two ways of designing the purchasing mechanism for a group buy: a simultaneous mechanism, where no one knows how many buyers have come before them, and a sequential（连续的） mechanism, where a second group of buyers has the advantage of knowing the size of the first group.

The researchers' analytical model shows the most successful mechanism is the sequential one because it eliminates uncertainty for those coming later to the deal, and improves the confidence of those who sign on early, as they're able to track the numbers of those who come after them.

'That boosts confidence,' says Professor Hu, who teaches operations management. Deals for "luxury" services, versus everyday items, work better in a group buy scenario because they offer consumers a greater benefit.

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关键词：羊群效应 群效应 SIMULTANEOUS Researchers information into University Groupon telling

coupon  [ˈku:pɔn] n.礼券，优惠券；配给券，票证

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物超所值

the group-buying mechanisms —— allowing for a herding effect，it‘s blind in fact.

洛城隐士 发表于 2012-6-11 07:30
the group-buying mechanisms —— allowing for a herding effect，it‘s blind in fact.

Many people purchase online products without carefully considering their own needs and affordability. Instead, they just check the number of previous buyers and popularity of products, and then decided to purchase products. Therefore, these people are not rational consumers.

reduce_fat 发表于 2012-6-11 07:34
Many people purchase online products without carefully considering their own needs and affordabi ...

i approve of your point.they are  shopoholics,and lose ration.like an illness

不过现在团购确实很划算哦

guanglovefeng 发表于 2012-6-11 11:34
不过现在团购确实很划算哦

Now I agree with you.

谢谢