C2C卖家差异化定价策略对网店收益和信誉的影响

Influences of C2C Seller Differential Pricing Strategy on Web Store Profit and Reputation

基于刺激反应理论构建了C2C市场中消费者购买决策模型,使用多主体建模方法,利用Repast Simphony平台和JAVA开发语言进行仿真,研究了网店采用不同的定价策略对网店收益和信誉的影响。结果表明,高信誉值对价格产生溢出效应,揭示了C2C市场中信誉炒作和价格战等现象的成因。

This paper builds a consumer purchasing decision model of C2C market based on stimulus-response theory, and uses repast symphony platform and JAVA programming language to simulate based on the multi-agent modeling method, investigates the influences of differential pricing strategies on web store profit and reputation. The results show that the high reputation has a spillover effect on the price, reveal the causes of credit speculation and price war phenomenon in C2C market.