动态定价团购模式下消费者参团行为研究

随着在线电子商务的发展，团购成为现代生活的重要部分。为了吸引更多的消费者参团，各网站推出了许多新的团购模式，包括天猫事业部推出的动态定价团购，即商品价格随着人数增加而降低。有研究发现，动态定价团购存在价格下降效应——价格下降前一定参团人数规模阈值内，参团人数激增，而价格下降后一定参团规模阈值内，参团人数下降。文章针对这一现象，模拟三级价格阶梯动态团购模式，设计网络团购行为实验，研究价格比较和虚幻的控制感对参团行为的作用机制。结果表明，当价格快要下降时，控制感越强越能吸引到更多的消费者。文章对电子商务平台调整团购机制，卖家确定定价策略给出了指导性建议，更好地理解价格变动在吸引消费者时的作用。

The Study on Consumers' Group Buying Behavior in the Dynamic Pricing Model

Group buying has become a popular lifestyle to buyers since the fast development of the e-commerce market in recent years. To attract more buyers, group buying websites have released various new shopping mechanisms. In 2012, the presale website of Tmall.com launched a dynamic pricing mechanism, where the price went lower as the size of the group grew bigger. Some studies have found, price dropping effect exists in dynamic pricing mechanism, namely, within a certain range the number of customers increases before the price dropping, but declines after the price dropping. We argued that price comparison and illusion of control influence the buyers'group buying behaviors. We design an experiment to prove our hypotheses. We find that illusion of control plays a great role in dynamic pricing group buying even though the price advantage is the most important over the whole group buying life. Strong illusion of control can even overwhelm the effect of price disadvantage when it approaches the price dropping point. These results give recommendations to the e-commerce websites and the sellers when determining pricing strategies. It also helps to understand the impact of attracting more buyers when the price drops.