麻省理工學院「開放式課程網頁」 | 經濟學 | 14.27 2000秋季課程：經濟學與電子商務


課題編號	講座數量	課程單元	閱讀材料


I.	1	引言 Introduction	Hanson, Ward A.《網絡行銷原理》(H)第1章 Hanson, Ward A. Principles of Internet Marketing (H). Ch. 1. Mazlish、Bruce：《鐵路和空間工程序論，歷史類比中的探險》序言第VII-XV頁 Mazlish, Bruce. Preface to The Railroad and the Space Program An Exploration in Historical Analogy. Pp. vii-xv.


II.	7	背景概念 Background Concepts


II.A		壟斷定價和價格歧視 Monopoly Pricing and Price Discrimination	Pepall, Lynne、Daniel Jay Richards與George Norman：《工業組織》(PRN)第3.1、3.2、4.1節 Pepall, Lynne, Daniel Jay Richards, and George Norman. Industrial Organization (PRN). Sections 3.1, 3.2, 4.1. H 第二章 H Chapter 2. Shapiro、Carl與Hal R. Varian：《信息規則》(SV)第2、3章 Shapiro, Carl, and Hal R. Varian. Information Rules (SV). Chapters 2, 3. Deneckere、Raymond與Preston McAfee：《受損商品》 Deneckere, Raymond, and Preston McAfee. "Damaged Goods."


II.B		競爭與壟斷定價 Competition and Oligopoly Pricing	PRN第5.4、4.2節；第7章 PRN Sections 5.4, 4.2; Chapter 7. SV第2章 SV Chapter 2. ·Brynjolfsson、Erik與Michael Smith：《網際網路上上的消費者行為》 Brynjolfsson, Erik, and Michael Smith. "Consumer Decision-making at an Internet Shopbot." Ellison、Glenn與Sara Fisher Ellison：《網絡上的搜索、困惑和價格彈性》 Ellison, Glenn, and Sara Fisher Ellison. "Search, Obfuscation and Price Elasticities on the Internet."


II.C		市場領導者 Market Leadership	PRN 第12.4節 PRN Section 12.4 H 第3章 H Chapter 3. SV 第5、7章 SV Chapters 5, 7. Golder、Peter與Gerard Tellis：《先入為主：市場邏輯還是市場傳奇》 Golder, Peter, and Gerard Tellis. "Pioneer Advantage: Marketing Logic or Marketing Legend." Gort、Michael與Steven Klepper：《產品創新普及中的時間順序》 Gort, Michael, and Steven Klepper. "Time Paths in the Diffusion of Product Innovations." Reich、Leonard：《調查、專利和控制資訊之困：大公司研究與工業調查的作用》 Reich, Leonard. "Research, Patents, and the Struggle to Control Radio: A Study of Big Business and the Uses of Industrial Research." Liebowitz、S. J與Stephen Margolis：《答案的故事》 Liebowitz, S. J., and Stephen Margolis. "The Fable of the Keys."


II.D		規則 Regulation	Stigler、George J《經濟規則理論》 Stigler, George J. "The Theory of Economic Regulation." Coase、Ronald《廣播電視界的行賄受賄》 Coase, Ronald. "Payola in Radio and Television Broadcasting." Goolsbee、 Austan《沒有邊際的世界：稅收對電子商務的影響》 Goolsbee, Austan. "In a World without Borders: The Impact of Taxes on Internet Commerce."


III.	13	電子商務產業 E-Industries


III.A		拍賣 Auctions	必須瀏覽的網站：eBay、Yahoo! Auctions、Bidder's Edge Required websurfing: eBay, Yahoo! Auctions, Bidder's Edge. H 第11章 H Chapter 11. Lucking-Reiley、David：《網絡拍賣：賣什麼？怎麼賣？》 Lucking-Reiley, David. "Auctions on the Internet: What's Being Auctioned and How." 《1999年的網絡拍賣》史丹福商學院EC-7案例第1-5頁 "Online Auctions in 1999." Stanford Graduate School of Business Case EC-7, pp. 1-5. Resnick、Paul和Richard Zeckhauser：《陌生網友閒的信用：eBay信用機制觀察》 Resnick, Paul, and Richard Zeckhauser. "Trust Among Strangers in Internet Transactions: Empirical Analysis of eBay's Reputation System." Geurnsey、Lisa：《拍賣背後的力量》 Geurnsey, Lisa. "The Powers Behind the Auctions." Defoe、Daniel《游遍大英全島》第102-107頁 Defoe, Daniel. A Tour Through the Whole Island of Great Britain. Pp. 102-107. Roth、Daniel《遭遇eBay噩夢》 Roth, Daniel. "Meet eBay's Worst Nightmare."


III.B		零售商店 Retail Stores	必須瀏覽的網站：Amazon、Dell、Pcboost、Z-shops、Yahoo! Shopping、Autobytel與Wal-mart Required websurfing: Amazon, Dell, Pcboost, Z-shops, Yahoo! Shopping, Autobytel, & Wal-mart. PRN 第9.3.1節 PRN Section 9.3.1 《網上定價與品牌》史丹福商學院EC-8案例 "Pricing and Branding on the Internet." Stanford Graduate School of Business Case EC-8. 《美國汽車業的非居間化》史丹福商學院EC-10案例 "Disintermediation in the U.S. Auto Industry." Stanford Graduate School of Business Case EC-10. Morton、Fiona Scott、Florian Zettelmeyer與Jorge Silva Risso：《網上汽車零售》 Morton, Fiona Scott, Florian Zettelmeyer, and Jorge Silva Risso. "Internet Car Retailing."


III.C		網上投資 Online Investing	必須瀏覽的網站：E-trade、Schwab、Vanguard、ESPN fantasy games Required websurfing: E-trade, Schwab, Vanguard, ESPN fantasy games. 《Broker.com》史丹福商學院EC-13案例 "Broker.com." Stanford Graduate School of Business Case EC-13.


III.D		門戶網站與搜索引擎 Portals and Search Engines	必須瀏覽的網站：Yahoo!、MSN、AOL、Dealtime、Pricewatch、Orbitz、Travelocity Required websurfing: Yahoo!, MSN, AOL, Dealtime, Pricewatch, Orbitz, Travelocity. White、Erin：《價格搜索引擎被認為會引發價格大戰。但為什?此類情況並未發生？》 White, Erin. "No Comparison. Shopping 'bots' were supposed to unleash brutal price wars. Why haven't they." Baye、Michael與John Morgan：《小範圍與大範圍的價格戰：來自某價格比較網站的實證》 Baye, Michael, and John Morgan. "Price Competition in the Small and in the Large: Evidence from an Internet Price Comparison Site." Clemons、Eric、Il-horn Haan與Lorin Hitt：《網上旅遊中介間競爭的實質：經驗分析》 Clemons, Eric, Il-horn Haan, and Lorin Hitt. "The Nature of Competition among Online Travel Agents: An Empirical Investigation." Fisher、Franklin與Kevin Neels：《電腦預定系統中顯示偏好的效果評估》 Fisher, Franklin, and Kevin Neels. "Estimating the Effects of Display Bias in Computer Reservation Systems."


III.E		B2B電子商務 B-to-B Ecommerce	Lucking-Reiley、David與Daniel F.Spulber《企業對企業的電子商務》 Lucking-Reiley, David, and Daniel F.Spulber. "Business-to-Business Electronic Commerce." Robinson、Edward：《結局慘烈的戰役》 Robinson, Edward. "Battle to the Bitter End." Garicano、Luis與Steven N. Kaplan：《交易價格對於B2B電子商務的影響》 Garicano, Luis, and Steven N. Kaplan. "The Effects of Business-to-Business E-commerce on Transaction Costs." Milgrom、Paul：《經濟學家眼中的B2B交易市場》 Milgrom, Paul. "An Economist's Vision of the B-to-B Marketplace." Anders、Jason：《昨日舊愛：B2B網站熱潮繼而替代消費網站，事情越變越酷》 Anders, Jason. "Yesterday's Darling: Business-to-Business Sites Replaced Consumer Sites as the Hot Way to Go. Things have gotten considerably cooler." Robinson、 Edward：《結局慘烈的戰役：Ariba與Commerce One為B2B競爭投下巨大賭注》 Robinson, Edward. "Battle to the Bitter End (to-End): Ariba and Commerce One are Placing Big Bets on Competing Visions of the B-to-B Economy."


III.F		版權與Napster Copyrights and Napster	必須瀏覽的站點：napster, gnuttela Required websurfing: napster, gnuttela. A&M唱片公司與Co-Plaintiffs向美國加州地方法院控告Napster, Inc A&M Records and Co-Plaintiffs v. Napster, Inc. Ruling from United States District Court Northern District of California. Napster Inc.向美國第九巡迴法庭控告A&M Records與Co-Plaintiffs-Appellees，上訴方Napster, Inc.的控訴陳詞 Napster Inc. v. A&M Records and Co-Plaintiffs-Appellees. United States Court of Appeals Ninth Circuit. Appellant Napster, Inc.'s Opening Brief. Napster, Inc.證人Robert E. Hall的專家報告 Expert Report of Robert E. Hall, witness for Napster, Inc.


III.G		Akamai與目錄分類 Akamai and Content Distribution


III.H		TBA主題 Topic TBA


IV.	2	資產定價泡沫 Asset Pricing Bubbles	H 第13章 H Chapter 13. MacKay、Charles：《大眾錯覺與群體狂熱》第1-3章 MacKay, Charles. Extraordinary Popular Delusions and the Madness of Crowds. Chaps. 1-3. Blanchard、Olivier與Mark Watson：《泡沫、合理預期與金融市場》 Blanchard, Olivier, and Mark Watson. "Bubbles, Rational Expectations and Financial Markets." Garber、Peter M：《鬱金香狂熱》 Garber, Peter M. "Tulipmania." Vanderblue、Homer：《佛羅里達的土地繁榮》 Vanderblue, Homer. "The Florida Land Boom." Posthumus、N. W：《荷蘭1636-1637年的鬱金香狂熱》 Posthumus, N. W. "The Tulip Mania in Holland in the Years 1636 and 1637."


V.	2	總體經濟(大陸：宏觀經濟)效應 Macroeconomic Effects	Fogel、Robert W：《從鐵路到太空計劃》 Fogel, Robert W. "Railroads as an Analogy to the Space Program." Brynjolfsson、Eric：《IT界的生產力悖論：回顧與評估》 Brynjolfsson, Eric. "The Productivity Paradox of Information Technology: Review and Assessment." Gordon、Robert J：《「新經濟」是否比那些偉大的發明更有意義？》 Gordon, Robert J. "Does the 'New Economy' Measure up to the Great Inventions of the Past." Autor、David H《網際網路勞動力市場》 Autor, David H. "Wiring the Labor Market."