平台质量管理门槛、双侧用户效用与平台收益——网络外部性与价格敏感性视角

Platform Quality Management Threshold,Bilateral User Utility,and Platform Revenue:Perspectives of Network Externality and Price Sensitivity

消费者对商品质量的担忧已成为电商增长的障碍,天猫和京东等电商平台通过提高质量管理来增强消费者信任,而拼多多利用低价和宽松的质量门槛快速提升市场份额。文章构建了一个双寡头垄断模型,分析电商质量管理门槛异质性对用户效用和平台利润的影响。研究发现:质量管理的差异直接影响平台竞争力和用户效用,高网络外部性的平台在质量管理门槛下能获得更大的利润;质量管理门槛的不同,可能会提高消费者价格敏感度,降低用户效用,但网络外部性高、收费低的平台和商家会受益更多;质量管理门槛对网络外部性和价格敏感度产生影响,平台在调整质量管理门槛时需关注其对市场策略和盈利的影响。

Consumers′concern about product quality has become an obstacle to e-commerce growth.Platforms like Tmall and JD.com are enhancing consumer trust by improving quality management,while Pinduoduo is rapidly increasing its market share through low prices and loose quality thresholds.The essay constructs a duopoly model to analyze the impact of the heterogeneity of the e-commerce quality management threshold on user utility and platform profits.Findings:Differences in quality management directly affect platform competitiveness and user utility.Platforms with high network externality can achieve greater profits under quality management thresholds.Differences in quality management threshold may increase consumers′price sensitivity and reduce user utility.But platforms and merchants with high network externality and low fees will benefit more;the quality management threshold affects network externality and price sensitivity,and when adjusting the quality management threshold,platforms need to pay attention to its impact on market strategy and profitability.