线上线下零售商定价博弈分析

在线上和线下零售商激烈竞争背景下,考虑网络覆盖率以及顾客满意度对线上及线下竞争行为的影响,以利润最大化建立两者定价博弈模型,通过求解模型得到纳什平衡下的定价和利润。通过算例和图像分析得出网络覆盖率与线上均衡价格和利润程正相关与线下均衡价格和利润程负相关;消费者满意度会影响线上及线下零售商利润等结论,最后结合我国实际给出相关建议。     

考虑消费者搭便车行为的零售商定价策略分析

在传统零售商和网络零售商之间存在价格竞争情形下,考虑消费者进行渠道转换的成本,从消费者在传统零售商和网络零售商并存渠道结构中存在搭便车行为出发,分析混合渠道零售商定价策略以及搭便车行为与零售商的收益,探析零售商采取较多的定金膨胀策略和产品差异化策略对零售商定价决策、利润以及搭便车行为的影响。研究表明,搭便车行为给传统零售商和网络零售商带来了利润损失;尽管传统零售商采取的定金膨胀策略减少了搭便车消费者的数量,但并未提升市场份额,只是靠提升价格来盈利;产品差异化策略不仅能促进传统零售价格的提升,而且能够扩大市场份额、减少搭便车消费者的数量,但不利于网络零售商是显而易见的。     

电子商务环境下网络零售商渠道价格决策研究

在单个制造商和两个网络零售商构成的二级供应链渠道中,研究了零售商垂直纳什(VN)、斯塔克尔伯格(RS)、集中控制(IC)等不同主导地位下供应链渠道价格的均衡问题,并分析了网络零售商渠道权利结构及其差异化对商品价格决策产生的影响。通过数值模拟,认为随着网络零售商主导地位的提高,制造商的批发价格会被压低,出于自身利益的追求,主导零售商会提高自己的零售价格,其从供应链渠道中获得的利益也会增加。在不同权利结构下,网络零售商之间的服务或品牌差异程度越大,产品批发价格及零售价格会越低,零售商及制造商的利润也会越低。     

可转债设计变量对赎回条款价值的影响

运用障碍期权定价的思想和首次通过时间风险中性概率分布,就可转债赎回条款建立价值评估模型,并以模型为基础,定量分析设计变量对赎回条款价值的影响,得到:面值越大,赎回权价值越大;回购价格越大赎回权价值越小。触发比率越大赎回权价值越大;触发价格越高,赎回权价值越小。在触发比率不变前提下,转换价格越大,赎回权价值越小。硬回购保护期不变条件下,赎回权价值随转换期或者到期时间的延长而升高,达到一个高点后,赎回权价值又随到期时间的继续延长而下降等结论。同时澄清了人们长期以来对转换期(或到期时间)影响赎回权价值的错误认识。     

零售商竞争环境下二级供应链协调机制探讨

本文研究由一个制造商和两个零售商组成的二级供应链,并且制造商占主导地位,分别研究了集中式供应链时零售商的最优定价和分散式供应链时零售商的最优零售价格、制造商的最优批发价格.最后得出集中式决策时的最优零售价格比分散式决策时的最优零售价格低;集中式决策时的供应链系统总利润比分散式决策时的供应链系统总利润要大,并且最优零售价格随着零售商之间的敏感系数的增大而增大,供应链系统总利润随着零售商之间的敏感系数的增大而增大.     

公平关切视角下零售商自有品牌定价决策

基于有限理性和公平关切的视角,本文考察零售商自有品牌供应链的定价决策及公平关切和认可度对供应链价格和利润的影响。研究发现,与理性情况相比,制造商为有限理性者时,知名品牌批发价格与公平关切正相关,两种产品的市场价格不变,零售商利润向制造商转移;零售商为有限理性者时,知名品牌市场价格与公平关切正相关,零售商为扩大自有品牌利益导致双方利益受损;自有品牌认可度越接近知名品牌,零售商利润越高,制造商知名品牌则面临被淘汰的风险。     

考虑顾客感知成本的零售商价格竞争策略研究

为了考虑消费者感知的除价格外的其他成本对零售商定价的影响，本文采用博弈模型对电子商务零售商和传统零售商的价格竞争做了简单的分析，得出其最优定价，均衡利润以及市场规模，在此基础上讨论了除价格外的其他成本对双渠道零售商定价的影响，并给出了双渠道零售商应采取的定价策略。     

网络经济视域下的网络信息产品定价策略研究

网络信息产品定价问题是伴随网络经济飞速发展而产生的新问题,网络经济已经深入到社会生活的各个层面.网络信息产品价格形成机制除具备传统商品价格形成的基本特征外,还具备网络经济环境下的特殊性,受到产品价值、市场供求关系、消费者偏好等诸多因素影响.网络信息产品定价必须充分考虑这些影响因素,利用网络经济发展营造的技术和环境优势实施有效定价策略,实现产品销售利润的最大化.     

基于网络零售商品牌和商业声誉的网络价格离散解析

消费者在网络购物中关注的是购买过程中总体获得的价值减去为得到商品或服务所必须给予的总支付后所余下的部分。企业品牌的建设和商业声誉的营造虽然会增加企业运作成本,但也会增加消费者在网络购买过程中的总价值。良好的网络零售商的品牌和声誉将会使得其价格能高于竞争对手且易于获得消费者认可,从而导致网络价格离散现象存在。     

“同品不同价”:价值感知与定价差异——基于当当网自营与入驻商家的比较

平台经济发展日益加剧网络零售市场竞争和价格离散,商家间同商品定价差异背后的理论逻辑亟待厘清。由于消费者对商品各价值特征存在差异偏好,从而产生不同程度的溢价意愿。研究表明:商家在质量、服务、评论反馈方面所代表的价值感知差异对不同商家商品定价差异的传导机制有显著影响。其中,商家间的服务体验价值差异对网络商品定价的提升影响效用明显,评论反馈所代表的信息价值在初次购买后的影响力减弱。面对价格分档,市场上价格敏感者更看重功能价值,追求物美价廉;中高价位商品的消费者更注重增值服务的体验价值感知。互联网零售商要有针对性地制定相关价值感知提升策略;相关管理部门要防范"感知过度"式哄抬物价以维护市场竞争秩序。     

体验型产品在线评论与消费意愿及销量的关系——以价格为调节变量

随着网络在线交易的迅猛发展,在线评论等网络口碑传播的重要性日益凸显。以体验型产品为研究对象,以信号理论和"刺激-反应"理论为指导,建立"在线评论-消费意愿-在线销量"模型分析三个要素之间的关系机理,并采用中介效应检验和调节效应检验进行验证,结果显示:在线评论作为一种信息刺激,其数量对体验型产品在线销量具有显著的正向影响,但在线评论质量效价评分对体验型产品在线销量的影响不显著,这与产品的类型有关;在线评论一是直接对在线销量产生影响,一是通过中介变量(即作为消费意愿替代变量的收藏量)传递影响,对在线销量产生作用;商品价格在在线评论和在线销量的直接和间接关系中都起到了正向调节作用,这与体验型产品交易过程中价格质量信号功能强于促销功能有关。实践中,企业可通过一些激励设计提高消费者在线评论参与度;进行更加科学化的网页设计,完善收藏功能,以方便消费者进行筛选和比较;注意防止盲目降价行为给消费者带来的负面影响,发挥好价格的信号作用。     

在线拍卖数据价格敏感度量化实证研究

近年来,以C2C为主要形式的中国网络购物发展迅速,价格成为影响网上消费者购物决策行为的主要因素之一,如何对消费者价格敏感度进行量化逐渐成为关注的焦点。以淘宝网一口价数据为样本,实证研究了网购用户价格敏感度的量化问题,进行了商品价格与信用度偏相关分析,旨在为商品定价提供了建议。     

Informative Brand Advertising and Pricing Strategies in Internet Markets with Heterogeneous Consumer Search

The use of information intermediaries has been shown to undermine the effect of brand in online markets. In this paper, the effect of consumer search on the relationship between brand advertising and pricing strategies is analysed. Price data are taken from the leading UK motor insurance comparison website, with the advantage that prices can be related to the search characteristics of consumers and to the advertising expenditure of firms. The paper finds that more-advertised firms have lower price rankings at the comparison site, indicating that advertising is informative in this market. The main result is that consumer search weakens the relationship between advertising and pricing. An implication is that increased usage of price comparison sites will make informative brand advertising less important.     

The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

Consumers are using social media platform to gain and share knowledge on brands. In the virtual environment, consumers are exposed to various online reviews on brands that leave an impression of brands on the minds of the consumers. The present study combines Yale attitude change model and attribution theory to examine the effects of credible online reviews on brand equity dimensions. The present study views, through the lens of Yale attitude change model, the various factors that affect credibility evaluation of online reviews. Further, attribution theory is used as the theoretical backbone to analyze the effects of credible online reviews on brand equity dimensions and finally on purchase intention. This study uses structural equations modeling (SEM) to investigate the impact of online credible reviews on customer based brand equity (CBBE) dimensions and its consequence on consumer behavior (purchase intention). Results indicate that source and review quality are the most important factors that affect consumer's credibility evaluation of a review. Online credible reviews have more significant impact on brand awareness, perceived value and organizational associations and thus leads to consumer's purchase intention in the context of consumer electronic products in India.     

Bayesian Analysis of Simultaneous Demand and Supply

In models of demand and supply, consumer price sensitivity affects both the sales of a good through price, and the price that is set by producers and retailers. The relationship between the dependent variables (e.g., demand and price) and the common parameters (e.g., price sensitivity) is typically non-linear, especially when heterogeneity is present. In this paper, we develop a Bayesian method to address the computational challenge of estimating simultaneous demand and supply models that can be applied to both the analysis of household panel data and aggregated demand data. The method is developed within the context of a heterogeneous discrete choice model coupled with pricing equations derived from either specific competitive structures, or linear equations of the kind used in instrumental variable estimation, and applied to a scanner panel dataset of light beer purchases. Our analysis indicates that incorporating heterogeneity into the demand model all but eliminates the bias in the price parameter due to the endogeneity of price. The analysis also supports the use of a full information analysis.     

Examining impacts of negative reviews and purchase goals on consumer purchase decision

Extensive literature has studied the impact of positive online reviews on consumers’ purchase decisions. Research on the role of negative reviews in consumer price perception is heavily under-investigated. This study examines effects of negative reviews on consumer price perception and subsequent purchase behavior while considering the moderating effect of purchase goals. Results from two experiments show that the proportion of negative reviews has stronger negative impacts on purchase decision for consumers with a purchase goal than those without. This research contributes to growing knowledge about negative online reviews and consumer goal literature and offers practical implications for online retailers.     

How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform

With rapid economic growth largely fueled by digital technologies, online reviews are among the new wave of technologies that still make a significant contribution to this new digital economy. However, there is scarce academic research in promoting or responding online reviews using reduction coupons with threshold issued by sellers and pricing decisions. We employ a three-stage least squares (3SLS) model to estimate the effects of online reviews and coupons on online product sales and price. We also extend our research using the data of two product categories. Our results mainly include: (1) Negative impact of negative online reviews on sales is moderated by price, and consumers are more tolerant of negative reviews of high-priced products. (2) Consumers' perceived usefulness of online coupons helps promote more sales and weaken the relationship between negative reviews and sales. (3) Positive online reviews weaken the negative relationship between online negative reviews and the price of product. (4) Consumers’ increased perceived usefulness of online coupons will encourage sellers to set a higher price and weaken the negative relationship between negative reviews and the price of product. (5) Compared with the search product, sellers regard negative reviews from the product with experience attributes as less helpful and apply less effective coupon promotion to response to negative reviews. Our study clarifies the interaction between online reviews and online coupons on e-commerce platforms under the operation scenario. We also provide empirical support for accurate promotion and higher sales revenue through reasonable pricing decisions and specified reduction coupons.     

Uniform or spatially differentiated? Pricing Strategies for Information Goods under simultaneous and sequential decision-making in multi-market context

Product pricing has been one of the central issues in the field of marketing and consumer services for managers and researchers alike. However, pricing of information goods has not been paid much attention in literature. For information goods the marginal costs of production and transportation of information goods (online movies, video games, etc.) is almost zero. Hence, the pricing decisions need to be thought of purely in competitive profit maximizing terms. This paper proposes mechanisms for managers to evaluate and base their pricing decisions on rational frameworks that takes into account various situations when they enter a new market and when they are incumbent in a new market. This paper addresses the research gap of spatially differentiated pricing strategy for information goods that has not been studied in literature so far. We create stylized theoretical models under both, sequential and simultaneous decision-making conditions. We determine the equilibrium price and the equilibrium profit for the two firms for each of the four possible scenarios based on their pricing strategies. Our analysis reveals that the dominance of one pricing strategy over the other depends on product differentiation factor capturing joint effect of the product substitutability and consumer's price sensitivity under sequential decision making and the market size along with consumer's price sensitivity for simultaneous decision making. As an extension, we propose a generalized model demonstrating the uniform and spatially differentiated pricing strategies of the firms under simultaneous and sequential selection for multiple domestic and international markets.     

The impact of external reference price on consumer price expectations

Comparative pricing practices are frequently used where actual product prices are accompanied by higher external reference prices. All types of stores, regular-price department stores as well as discount stores, use comparative price claims to frame price deals as attractive [Marketing Science 4 (1985) 199]. In this paper, a quadratic model is specified for the impact of external reference price (ERP) on consumer price expectations. Based on the research on communication discrepancy and advertising claim discrepancy, which in turn draw on assimilation-contrast, attribution, and prospect theories, we hypothesize a quadratic effect of external reference prices on consumer price expectations. An interactive, computer-controlled experiment using multiple levels of ERP is used to estimate the proposed model. As hypothesized, support for an inverted U-shape relationship is found between consumers’ updated price expectations and the difference between ERP and initial price expectations. That is, as the difference between ERP and subjects’ initial price expectations increases, subjects’ updated price expectations increase to a point and then start to decrease. We find that the fit of the quadratic model specification for the effect of external reference price on price expectations is noticeably superior to that of linear, logarithmic, square root, and S-shaped specifications. Finally, we provide implications of our results for both retail managers and for regulatory authorities alike.     

Online Price Discrimination and EU Data Privacy Law

Online shops could offer each website customer a different price. Such personalized pricing can lead to advanced forms of price discrimination based on individual characteristics of consumers, which may be provided, obtained, or assumed. An online shop can recognize customers, for instance through cookies, and categorize them as price-sensitive or price-insensitive. Subsequently, it can charge (presumed) price-insensitive people higher prices. This paper explores personalized pricing from a legal and an economic perspective. From an economic perspective, there are valid arguments in favour of price discrimination, but its effect on total consumer welfare is ambiguous. Irrespectively, many people regard personalized pricing as unfair or manipulative. The paper analyses how this dislike of personalized pricing may be linked to economic analysis and to other norms or values. Next, the paper examines whether European data protection law applies to personalized pricing. Data protection law applies if personal data are processed, and this paper argues that that is generally the case when prices are personalized. Data protection law requires companies to be transparent about the purpose of personal data processing, which implies that they must inform customers if they personalize prices. Subsequently, consumers have to give consent. If enforced, data protection law could thereby play a significant role in mitigating any adverse effects of personalized pricing. It could help to unearth how prevalent personalized pricing is and how people respond to transparency about it.