关键词: 有限理性, O2O平台, 多比例固定抽佣模式, 定价策略

Abstract: The multi-ratio fixed commission model used for O2O takeaway platforms can be categorized into MG and MS models, based on factors such as meal price and delivery distance. This paper proposes the concept of consumer sensitivity, assuming that consumers exhibit bounded ration, specifically, they are sensitive to the proportion of delivery fees relative to meal expenses. It analyzes the impact of factors such as consumer sensitivity, differences in meal price, and variations in delivery cost of the two models. It is found that the bounded rational behavior of consumers does not always have a negative impact on platform profits. Under the MS model, platform profits are more significantly affected by the bounded rational behavior of consumers. Regardless of the commission model adopted, the commission ratio for the SA merchant should be higher than that for the SD merchant. These research results expand the application of the Stackelberg game model in platform-based service settings and provide managerial insights for the platform to adjust the commission ratio under the fixed commission model.

Key words: consumer behavior, O2O takeaway platform, multi-proportional fixed commission model, pricing strategy