中文摘要：

虚拟商圈的不断扩大使之成为学者关注的焦点.本文在深入分析虚拟商圈成长机理的基础上,利用面板数据的变系数模型测算了虚拟商圈的网络外部性,结论显示不同虚拟商圈的网络外部性具有显著差异,并且这种差异主要是来自于虚拟商圈性质、品牌以及商品专业化程度.平台式虚拟商圈的网络外部性强于自营式虚拟商圈,知名度大的虚拟商圈网络外部性大,商业综合化程度高的虚拟商圈网络外部性大.

英文摘要：

Virtual business circle expansion has increasingly become the focus of scholars .We use the variable coefficient panel data model to measure the network externality basing on the analysis of the growth mechanism of virtual business circle .Results show that network externalities of different virtual business circle has significant differences , and this difference is mainly from nature , brand and product specialization degree the of the virtual business circle .Network externality of platform virtual business cir-cle is stronger than the proprietary virtual business circle , and well-known virtual business circle and large integrated commercial .