电商企业竞争下的搭便车行为研究

Research on Free Hitchhiking Behavior under E-commerce Enterprise Competition

以电商背景下存在的顾客搭便车行为为视角,基于线性需求理论,通过构建双渠道零售商主导的分散决策与集中决策下的Stackerberg博弈模型,研究只由双渠道零售商分担服务成本的情况下,考虑服务水平因子和服务成本因子对两零售商利润的影响。发现服务水平的提高对两零售商利润的改善有显著效果。

Based on the perspective of customer hitchhiking behavior in the context of e-commerce,based on the theory of linear demand,by constructing a Stackerberg game model under the decentralized and centralized decision-making of dual-channel retailers,this paper studies the situation where only dual-channel retailers share service costs next,consider the impact of service level factor and service cost factor on the profit of the two retailers.It is found that the improvement of service level has a significant effect on the improvement of the profits of the two retailers.