Optimal Pricing and Launching Strategy for Quality-Differentiated Products in the Presence of Online Reviews

IF 4.6 3区管理学 Q1 BUSINESS

IEEE Transactions on Engineering Management Pub Date : 2025-03-05 DOI:10.1109/TEM.2025.3562634

Yang Wang;Zhenzhong Guan;Lin Feng

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引用次数: 0

Abstract

Online reviews substantially affect the launching strategies of quality-differentiated products as subsequent consumers could directly or indirectly infer the experience level of either version based on reviews. We construct a two-period model to investigate these strategies considering the sentiment ratio (i.e., consumers weigh more on negative reviews than positive ones). Our findings indicate that in the presence of online reviews, continuing to offer both versions benefits the seller, though discontinuing the previously introduced version may increase surplus for customers and society. We analytically derive the optimal launching strategies, and highlight the significance of the sentiment ratio, the quality and the quality-differentiated levels on the decision-making. Interestingly, the strategy of introducing the low-version followed by the high-version can be optimal under a low sentiment ratio. We also disclose the impact of online reviews on dynamic pricing. In addition, we reveal the conditions under which managers could maximize the value of online reviews. Finally, several extended cases are explored to verify the robustness of the main results. Our research not only contributes to literature but also offers practical insights for managers to dynamically adjust prices and strategically alter the launching strategies considering the impact of online reviews.

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在线评论下质量差异化产品的最优定价与推出策略

在线评论对质量差异化产品的推出策略有着实质性的影响，因为后续消费者可以根据评论直接或间接地推断出任一版本的体验水平。我们构建了一个两期模型来研究这些策略，考虑到情绪比率（即，消费者对负面评论的权重大于正面评论）。我们的研究结果表明，在存在在线评论的情况下，继续提供两种版本对卖家有利，尽管停止之前推出的版本可能会增加客户和社会的盈余。分析得出了最优投放策略，并强调了情绪比、质量和质量差异化水平对决策的影响。有趣的是，在情绪比率较低的情况下，引入低版本后引入高版本的策略是最优的。我们还披露了在线评论对动态定价的影响。此外，我们揭示了管理者可以最大化在线评论价值的条件。最后，探讨了几个扩展案例来验证主要结果的鲁棒性。我们的研究不仅具有文献价值，而且为管理者动态调整价格和考虑在线评论影响的战略变更推出策略提供了实践见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

IEEE Transactions on Engineering Management 管理科学-工程：工业

CiteScore

10.30

自引率

19.00%

发文量

604

审稿时长

5.3 months

期刊介绍： Management of technical functions such as research, development, and engineering in industry, government, university, and other settings. Emphasis is on studies carried on within an organization to help in decision making or policy formation for RD&E.