E-tailer’s supply chain structures in group buying: Monopolistic or competitive retailing?

IF 4.2 3区管理学 Q2 BUSINESS

International Journal of Electronic Commerce Pub Date : 2021-10-02 DOI:10.1080/10864415.2021.1967006

Shuxing Sun, Bin Zhang, Yiting Huang

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引用次数: 4

Abstract

ABSTRACT We investigate the design of online group buying considering consumer characteristics under two different supply chain structures. Under monopolistic retailing, the e-tailer sells products through individual buying and group buying options simultaneously. Under competitive retailing, two e-tailers sell products through individual buying and group buying options respectively. We employ a stylized game-theoretical model to investigate equilibrium pricing and group size threshold decisions under two supply chain structures, and characterize the e-tailer’s optimal supply chain structure as well as study its impacts on the manufacturer and consumers. We show that the e-tailer always prefers a relatively high (high or low) group size threshold in the monopolistic (competitive) supply chain. Moreover, we find that the e-tailer chooses the monopolistic or competitive supply chain structure depending on combined parameters. Consequently, the e-tailer’s optimal supply chain structure may lead to an all-win or all-loss situation for the manufacturer and consumers. Our results underscore the importance in pricing and threshold decisions for online group buying and provide managerial insights for the group buying industry.

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团购网络零售商的供应链结构:垄断还是竞争?

本文研究了两种不同供应链结构下考虑消费者特征的网络团购设计。在垄断零售模式下，电子零售商通过个人购买和团购两种方式同时销售产品。在竞争性零售模式下，两家电子零售商分别通过个人购买和团购方式销售产品。本文采用规范化的博弈论模型，研究了两种供应链结构下的均衡定价和群体规模阈值决策，并对电子零售商的最优供应链结构进行了表征，研究了其对制造商和消费者的影响。我们表明，在垄断(竞争)供应链中，电子零售商总是倾向于相对较高(高或低)的集团规模门槛。此外，我们发现电子零售商根据组合参数选择垄断或竞争的供应链结构。因此，电子零售商的最优供应链结构可能导致制造商和消费者的多赢或全输局面。我们的研究结果强调了在线团购定价和门槛决策的重要性，并为团购行业提供了管理见解。

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

International Journal of Electronic Commerce 工程技术-计算机：软件工程

CiteScore

7.20

自引率

16.00%

发文量

审稿时长

>12 weeks

期刊介绍： The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.