考虑消费者效用的电商平台信用支付决策研究

Research on credit payment service decision-making of E-commerce platform considering consumer utility

考虑由两个生产不同质量产品的制造商和一个电商平台组成的供应链,基于消费者剩余理论,研究电商平台的信用支付服务决策问题。基于消费者选择不同支付方式购买产品的消费者效用,建立电商平台收益模型,进一步分析得到平台的信用支付服务决策。研究表明,当消费者对质量一般的产品接受程度较高、信用支付服务对消费者带来的负效应较大时,推出信用支付可以提高平台收益,增加消费者剩余;当消费者对质量一般的产品接受程度较低、信用支付服务的负效应较小时,推出信用支付服务且设置较长的延迟支付期可提高平台收益,增加消费者剩余,否则将产生较大资金成本,使平台利益受损。电商平台可通过制定合理的信用支付策略提高平台收益。

Considering the supply chain consisting of two competitive manufacturers and one E-commerce platform,this paper investigated the credit payment service strategy of E-commerce platform. According to the consumer surplus under different choices of consumers,it developed a revenue model of E-commerce platform before and after launching the service,and proposed a delayed payment service strategy of E-commerce platform. The results show that when consumers have a high degree of acceptance of products quality and the service has a big negative effect on consumers,the introduction of credit payment service can improve the revenue of E-commerce platform and increase the consumer surplus. When the consumer’s acceptance of the products quality is low and the negative effect of the service on the consumer is small,the introduction of credit payment service and setting longer payment period can improve the platform revenue and increase the consumer surplus,otherwise it will bring huge costs to the platform and damage the profit. E-commerce platform can increase revenue by formulating appropriate credit payment strategy.