战略消费者行为下普通网购和网络团购模式

Ordinary Online Shopping and Online Group-Buying Considering Strategic Consumer Behavior

研究了同时存在3种不同类型消费者的市场上,网络零售商通过两种模式——普通网购模式和网络团购模式向消费者出售产品.通过制定最优团购阈值,影响战略消费者行为,获取最大化利润.考虑战略消费者的跨期购买能力,战略消费者通过估测团购成功率,对比不同购买模式和不同购买时机,实现效用最大化.研究表明:战略消费者行为对网络零售商的利润产生负面影响;网商的利润会随着价格的增大而提高,但是团购阈值随着普通网购价格的增大而提高,随着网络团购价格的增大而降低.效用折扣因子越大,等待成本越低,则消费者效用值越高,社会福利相应地增大.

In a market where there exists three types of consumers,they purchase products from an eretailer through two ways: ordinary online shopping and online group-buying. To obtain the optimal profit, the e-retailer influences strategic consumer behavior by setting the optimal group threshold. The strategic consumers, capable of purchasing inter-temporally, choose between ordinary online shopping and group-buying to maximize their utility based on the group-buying success rate. The results show that the strategic consumer behavior has a negative effect on the e-retailer's profit. The e-retailer's profit increase in prices, but the group-buying threshold increases in the ordinary online shopping price and decreases in online group-buying price. In addition, as the utility discount factor increases, that is, as the waiting cost decreases, consumer surplus and social welfare increase.