Abstract:

The rapid development of online retail sales has become a new channel for many enterprises to distribute their products Yet there are many issues under current business model, such as payment security, disputes of commodity quality and channel conflict, which have hindered the development of online retail sales By investigating the price dispersion on the Internet, this paper points out that differences in commodity quality and trade conditions are the main causes of price dispersion Referring to the microstructure of financial market, this paper frames a standardized business model which integrated the characteristics both of businesstoconsumer(B2C) model and customer to customer(C2C) model The new model could ensure commodity quality for the buyers and strengthen the price competition between the sellers

Key words: online retail sales, businesstoconsumer model, customer to customer model, standardized business model