反展厅现象与消费者质量期望的关系研究

Relationship between webrooming and consumer quality expectations

在展厅和反展厅现象同时发生的情形下,本研究构建一个由线下和线上零售商组成的双寡头垄断市场,探讨消费者的非电子属性的质量期望对反展厅购买行为,以及线下和线上商店之间的价格竞争的影响和作用.研究结果显示,在非电子属性的质量期望是外生给定的情形中,当非电子属性的质量期望小于真实值时,随着消费者对非电子属性质量的期望越低,线下和线上零售商的价格越高.此时线上零售商的均衡利润可能先增加后减少,而线下零售商的均衡利润总是减少;当非电子属性的质量期望值大于真实值时,允许反展厅现象存在,可能是线上零售商的最优决策.进一步,内生化非电子属性的质量期望时,产品的电子属性质量越高对线上零售商可能产生负面或正面影响越大.

This paper studies how consumers’quality expectations on non-digital attributes affect the pricing strategies and revenue of the both retailers in a duopoly market formed by online and offline retailers,when both showrooming and webromming exist at the same time.The results indicate that,when consumers’quality expectations of non-digital atributes are exogenous,and when the quality expectations of non-digital atributes are less than their true value,the less the quality expectations consumers possess,the higher the products are priced by both offline and online retailers.Besides,the equilibrium profits of online retailers would decrease finally after an initial increase,while that of offline retailers would always decrease.However,when the quality expectations of non-digital attributes are more than the true value,it might be optimal for online retailers to let webroorming exist.Furthermore,when the expectations are endogenous,the higher the digital attributes of products,the more negative or positive the influence on online retailers.