摘要
随着电子商务的发展,在线评论已成为影响消费者购买意愿的重要因素。如何根据在线评论动态调整价格,实现收益最大化,备受网络零售商关注。首先,按照消费者购买决策参考的信息来源不同,将消费者分为3类,分别是:直接根据线上信息作出购买决策的消费者;通过比较线上和线下信息作出购买决策的消费者;只通过传统渠道收集信息并购买的消费者。然后,从网络零售与传统零售两种渠道竞争的视角,以消费者效用理论为基础,提出线上产品信息量函数,并针对3类消费者,分别构建产品需求函数,最终建立网络零售商产品定价与在线评论数量、好评率的关系模型,通过网络零售与传统零售的博弈分析,得到均衡条件下的最优价格和盈利。数值模拟结果表明:提高产品在线评论的数量和好评率,可以提高网络零售商的产品价格并获得更高收益;降低网络购物的附加成本虽然小幅度降低产品定价,却可以显著提高网络零售商的收益。最后,根据数值模拟的结果,对网络零售商的定价策略提出了相应的管理启示。
With the development of e-commerce,online commentary has become an important factor affecting consumers'willingness to buy.How to dynamically adjust the price based on online reviews,to maximize the benefits,has got much attention by online retailers.First,consumers are divided into three categories according to the source of the consumer's decision-making reference:the consumer who makes the purchase decision directly based on the online information;the consumer who makes the purchase decision by comparing the online and offline information;Only through the traditional channels to collect information and buy consumers.Then,from the perspective of competition between online retail and traditional retail,based on the theory of consumer utility,the online product information function is proposed,and the product demand function is constructed for the three categories of consumers respectively.Finally,the online retailer product Pricing and the number of online reviews,the relationship between the rate of praise model,through the network retail and traditional retail game analysis,to get the optimal price under the conditions of equilibrium and profitability.The numerical simulation results show that increasing the number of online reviews and increasing the rate of online retailers can improve the price of online retailers and get higher returns.Reducing the additional cost of shopping in the network,while lowering the price of the product in small amounts,but can significantly increase the revenue of online retailers.Finally,according to the results of numerical simulation,the author puts forward the corresponding management implications for the pricing strategy of the online retailer.
作者
钱行
Qian Hang(Sichuan University,Chengdu Sichuan 610065,China)
出处
《信息与电脑》
2017年第13期34-35,共2页
Information & Computer
关键词
在线评论
网络口碑
网络零售
定价
博弈
online commentary
internet word of mouth
online retailing
pricing
game
