摘要
在线评论的出现深刻改变着消费者的经济行为模式、企业的赢利性及其定价策略。文章以消费者效用理论为理论基础,以网络零售两阶段销售为背景,建立了一个与在线评论相关的产品定价模型。通过数值模拟发现,在线评论数量越大,则第一阶段产品最优价格越低,第二阶段产品最优价格越高,网络零售商的总利润也越大;第一阶段消费者对产品价值的预期越高,则第一阶段产品最优价格越高,第二阶段产品最优价格越低,而只有当在线评论数量较小时,网络零售商的总利润才随第一阶段消费者对产品价值的预期增加而增加,否则,网络零售商的总利润将随第一阶段消费者对产品价值的预期增加而减少。
Online retail pricing has always been a heated topic among economic activities. With the popularity and development of the Internet and e-commerce, the pricing methods and strategies have been updated. This paper establishes a review-related pricing model on the basis of utility theory. The model takes into account the two-stage sale of the new products in the B2C market, while the model include factors which can capture and measure the relationship between price and product review. By Numerical Simulation, this paper also gives further analysis on the relationship between Maximum revenue and other factors, including the consumer price sensitivity, the volume of reviews and the good rating of reviews. Results show that given the volume of online reviews is large and the consumer price sensitivity is high, the lower the price of first stage, the larger the profit will be made.
出处
《商业经济与管理》
CSSCI
北大核心
2014年第4期59-66,共8页
Journal of Business Economics
基金
国家自然科学基金项目"中文语境下基于模糊本体的用户在线评论的情感分析"(70971099)
国家自然科学基金项目"在线评论对商家业绩的影响研究:情感分析的视角"(71371144)
上海市哲学社会科学规划课题一般项目(2013BGL004)
中央高校基本科研业务费专项资金资助(1200219198)
上海市科技发展基金软科学研究博士生学位论文资助(12692193000)
江西省教育厅科学技术研究课题青年基金项目(GJJ13533)
关键词
在线评论
网络口碑
网络零售
定价
online reviews
online word of mouth
online retail
pricing