考虑 WOM 对购买决策的影响的 C2C 共享平台定价策略

IF 3.7 4区管理学 Q2 BUSINESS

Electronic Commerce Research Pub Date : 2024-04-08 DOI:10.1007/s10660-024-09836-3

Jinlei Qin, Meng Zhao, Jiali Ren, Bin Li

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引用次数: 0

摘要

在消费者对消费者（C2C）共享经济中，消费者通常将在线评论视为值得信赖的信息来源，这些在线评论创造了口碑（WOM）。本文主要通过基于注册费的固定定价、基于注册费的动态定价、基于交易费的固定定价和基于交易费的动态定价这四种定价策略来判断 WOM 的影响。考虑一个由消费者、供应商和平台组成的 C2C 共享经济市场，构建博弈论模型，并利用逆向归纳法得到均衡解。我们发现，适度的 WOM 总能使固定定价策略吸引更多需求。然而，动态定价策略始终能获得更高的利润。此外，如果平台同时追求总需求和利润，WOM 生产会使主导策略转向基于交易费的固定定价策略和基于交易费的动态定价策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

Pricing strategy for C2C sharing platform considering the effect of WOM on purchase decision

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Pricing strategy for C2C sharing platform considering the effect of WOM on purchase decision

Consumers often view online reviews as trustworthy sources of information in Consumer-to-Consumer (C2C) sharing economy, these online reviews create a word-of-mouth (WOM). This paper focuses on four pricing strategies: fixed pricing based on registration fee, dynamic pricing based on registration fee, fixed pricing based on transaction fee and dynamic pricing based on transaction fee, to judge the impact of WOM. Consider a C2C sharing economy market composed of consumers, suppliers, and a platform, construct a game theory model, and obtain the equilibrium solution using backward induction. We find that a moderate WOM always makes the fixed pricing strategy attract more demand. However, the dynamic pricing strategy consistently yields higher profit. Furthermore, if total demand and profit are pursued by the platform at the same time, WOM production makes the dominant strategy shift to fixed pricing strategy based on transaction fee and dynamic pricing strategy based on transaction fee.

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来源期刊

Electronic Commerce Research Multiple-

CiteScore

7.50

自引率

12.80%

发文量

期刊介绍： The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res