Abstract: Integrating consumer information security sensitivity, BDA efficiency, and network value into the value system of wearable devices, this paper constructed a consumer utility model, based on which the impacts of three factors—consumer information security sensitivity, BDA efficiency, and network externality on optimal selling strategies of online retailer was analyzed to characterize the optimal choice of the online retailer over distribution selection. In model extension, it further validated the conclusions in the basic model by extending the model to a more realistic background. This paper provides managerial insights on improving the profitability of manufacturers and online retailers concerning different consumer characteristics and BDA competitive advantages.

Key words: wearable devices, platform selling, wholesale selling, network externality

摘要： 将消费者信息安全敏感度、BDA效率和网络价值融入可穿戴产品价值体系，构建消费者感知效用模型，以此为基础探讨了消费者信息安全敏感程度、BDA效率差异和网络外部性强度对制造商和网络零售商均衡决策的影响，并将网络零售商的最优零售模式作为分析的落脚点。通过模型拓展，使模型更贴近现实背景，进一步验证了基本结论的普适性，给出了在不同的消费者特点和BDA竞争优势情形下，针对制造商和网络零售商提高利润水平的管理建议。

关键词: 可穿戴产品, 平台模式, 转售模式, 网络外部性