线上与线下消费均衡分析——基于扩展的Hotelling模型

Online and Offline Consumption Equilibrium Analysis——Based on Extended Hotelling Models

基于扩展的Hotelling线性城市模型,构建一个线上与线下消费均衡分析的理论框架有利于推动线上和线下消费深度融合。研究发现:时间成本和距离成本是线上消费和线下消费共存的原因;纳入时间成本函数后,线下需求会随着线上消费花费的时间增加而增多;线下需求的服务体验成本具有正向弹性,但是弹性大小受到相关参数的综合影响;线下服务差异越大,则线下需求价格弹性越小。

Based on the extended Hotelling linear city model,this paper constructs a theoretical framework for the equilibrium analysis of online and offline consumption,it is conducive to promoting the deep integration of online and offline consumption.The paper finds that time cost and distance cost are the reasons for the coexistence of online and offline consumption;after incorporating the time-cost function,the offline demand will increase with the increase of the time spent on online consumption;the cost of service experience for offline demand has a positive elasticity,but the size of the elasticity depends on the combined effect of related parameters;the degree of price sensitivity of offline demand is moderated by offline service differences.Based on the above conclusions,this paper focuses on how to promote the deep integration of online and offline consumption,and puts forward relevant policy recommendations to build the comparative advantages of online and offline consumption.