电子口碑虚拟社区平台定价策略

Pricing Strategies of eWOM Virtual Communities

基于双边市场理论,探讨了电子口碑虚拟社区中,消费者自网络外部性和社区平台两边用户之间的交叉网络外部性对平台定价策略的影响,并进一步讨论商户质量的影响.研究表明,社区平台对消费者的最优价格随着消费者自网络外部性以及高质量商户所占比例的增加而提高,并随着消费者对商户交叉网络外部性的增加而降低;平台对商户的最优价格随着商户对消费者交叉网络外部性的增加而降低,且高质量商户的价格需求弹性小于低质量商户的.

Based on theory of two-sided market, this paper discussed the impact of self network externali- ties and across network externalities between users of two sides on the pricing strategy of eWOM virtual communities. Additionally, the quality of merchants was considered and explored. The results show that the of the optimal price platform for consumers rises with the augment of self network externalities of consumers and the percentage of merchants with high quality, and declines with the augment of across network externalities of consumers to merchants. The optimal price of the platform for merchants rises with the augment of across network externalities of machant to consumers. And the price elasticity of the demand of merchants with high quality is smaller than that of merchants with low quality.