基于消费者隐私价值差异的网络零售商定价策略研究

The Pricing Decision of Online Retailers Based on the Heterogeneous of Consumers’Privacy Value

在考虑消费者隐私价值差异的线性城市模型中,构建高隐私服务能力和低隐私服务能力网络零售商的价格竞争框架,揭示消费者隐私价值差异对网络零售商定价决策的作用机理,考察降低消费者隐私成本的技术创新对社会福利的影响。研究表明:隐私价值差异使市场均衡存在垄断和双寡头结构,与隐私收益差异和隐私成本差异有关;具有歧视定价能力的高隐私服务能力零售商的市场均价可能低于低隐私服务能力零售商;高隐私服务能力零售商有动机进行隐私保护的技术创新,但可能降低社会福利;一定条件下数据价值化和隐私保护可以协同发展。

This study induces privacy value heterogeneous in the linear model,and then sets up a price competition framework for online retailers with high service capability and low service capability,reveals the impact of consumers’privacy value heterogeneous on online retailers’pricing decisions,and analyzes the impact of the online retailer’s technological innovation in reducing consumers’privacy costs on social welfare.The results show that,both monopoly and duopoly can be equilibriums after inducing consumers’privacy value,and the market structure is related to consumers’privacy benefits difference,consumers’privacy costs difference,and online retailers’privacy costs difference.However,the average price of high service capability online retailer can be lower than that of the low service capability online retailer,though the high service capability online retailer could price discrimination.In addition,the high service capability online retailer always has the motivation to conduct innovation,which may decrease welfare.Under a certain condition,the coordinated development of online retailer digital construction and consumer privacy protection could be realized.