网络零售平台排名规则对于价格离散的影响

Effects of Platform Ranking Rules on Price Dispersion in Internet-Retail Markets

设计了网络零售平台的市场交易模型,包括平台的搜索排名规则、零售商的定价策略以及消费者的购买决策过程。其中,平台的排名规则包括按照价格、评价、销量以及综合排名等4种,零售商的定价策略基于复杂适应系统理论进行设计。在此基础上,运用Repast Simphony 2.3.1开发了网络零售市场计算实验平台,进行仿真实验,研究网络零售平台搜索排名规则对于价格离散的影响。实验结果表明:①网络零售平台无论采用何种搜索排名规则,均会产生价格离散现象;②4种排名规则中,按照价格排名规则产生的价格离散程度最低,综合排名最高,按照评价或销量排名介于这两者之间;③零售商的数量越多,4种排名产生的价格离散差异性越明显,价格离散演化曲线越平稳。

This paper designs a market transaction model for the internet-retail platform, including the platform' s search ranking rules, the retailers' pricing strategy ,and the consumers' buying-decision process. The ranking rules include pricing, credit, sales, and their integrated rank. The retailers' pricing strategy is designed based on the theory of complex adaptive systems. Based on this model, the Repast Simphony 2. 3. 1 is used to develop the Agent-based computing platform in internet-retail markets and study the impact of internet-retail platform search ranking rules on price dispersion. The experiment results showed that the internet-retail platform, regardless of what search ranking rules are used, will result in price discrete. Of the four ranking rules, the price ranking rule has the lowest degree of price dispersion and the highest overall ranking. The credit or sales ranking is between the two. The more the number of retailers, the more significant the price dispersion difference caused by the four rankings and the more smooth the price discrete evolution curve.