Abstract:

Considering platform reputation and customer switching purchase behavior between platforms, a two-stage dynamic pricing model is constructed based on the expected utility theory and game theory. The pricing strategy choice of E-commerce platforms with reputation differences is examined, and the influence of customer switching on the online product pricing mechanism is discussed. The results show that the reputation difference between platforms has an important impact on the pricing strategy choices of the platforms. The pricing strategies of both sides of the platforms are similar and easy to fall into the dilemma of "deer hunting game". Compared with uniform pricing, behavior-based pricing reduces the price and profit of enterprises in the second stage, but increases the market share of the high reputation platform. When both parties choose behavior-based pricing, the cost of information collection does not affect the pricing and optimal profit in the second stage. When the consumer transfer cost is not zero, behavior-based pricing further reduces platform profit. As the switching cost increases, the platform profit decreases.

Key words: platform reputation, switching purchase, dynamic pricing, behavior-based pricing

摘要：

考虑平台声誉及顾客在平台间的转移购买行为，基于期望效用理论和博弈论，构建了竞争平台双方的两阶段动态定价模型，考察声誉差异电商平台的定价策略选择，探讨顾客转移对在线产品定价机制的影响。研究发现：声誉差异对平台的定价策略选择具有重要影响，平台双方价格策略具有趋同性且易陷入“猎鹿博弈”困境；相比于统一定价，基于行为的定价将降低企业第2阶段产品价格和利润，但会增加高声誉平台的市场份额；双方均选择基于行为的定价时，信息搜集成本不影响平台第2阶段的产品定价及利润；当消费者转移成本不为零时，基于行为定价进一步降低平台利润，转移成本越高，平台利润越低。

关键词: 平台声誉, 转移购买, 动态定价, 基于行为的定价