In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreami...In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreaming.Especially during the COVID-19 pandemic,due to the lockdown,live-streaming has become an important means of economic development in many places.Owing to its remarkable characteristics of timeliness,entertainment,and interactivity,it has become the latest and trendiest sales mode of e-commerce channels,reflecting huge economic potential and commercial value.This article analyzes two models and their characteristics of live-streaming sales from a practical perspective.Based on this,it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model.Finally,it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market,hoping to promote the healthy and steady development of the live-streaming sales industry.展开更多
Current literatures assume that a consumer’s willing to pay(WTP) for a bundle is equal to the sum of his or her separate reservation prices for the component goods and concludes that mixed bundling is superior to pur...Current literatures assume that a consumer’s willing to pay(WTP) for a bundle is equal to the sum of his or her separate reservation prices for the component goods and concludes that mixed bundling is superior to pure components in a monopoly market. However, full mixed bundling is a discount conduct in order to attract more consumers, and the price of the bundle must be lower than the sum of the prices of two products, which must be considered in a consumers’ WTP for the bundle.Then, if consumers’ reservation prices are heterogeneous and subject to the uniform distribution, we can draw opposite conclusions: Full mixed bundling is disadvantageous to firms when Stackelberg pricing.The profit under full mixed bundling is less than that under pure components.展开更多
文摘In recent years,with the rapid development and popularization of Internet information technology,many new media platforms have risen rapidly,and major e-commerce companies have begun to explore the mode of livestreaming.Especially during the COVID-19 pandemic,due to the lockdown,live-streaming has become an important means of economic development in many places.Owing to its remarkable characteristics of timeliness,entertainment,and interactivity,it has become the latest and trendiest sales mode of e-commerce channels,reflecting huge economic potential and commercial value.This article analyzes two models and their characteristics of live-streaming sales from a practical perspective.Based on this,it outlines consumer purchasing decisions and the factors that affect consumer purchasing decisions under the live-streaming sales model.Finally,it discusses targeted suggestions for using the live-streaming sales model to expand the consumer market,hoping to promote the healthy and steady development of the live-streaming sales industry.
基金Supported by the National Natural Science Foundation of China(71571024)Ministry of Education of China(14YJA630087,15YJA630058)
文摘Current literatures assume that a consumer’s willing to pay(WTP) for a bundle is equal to the sum of his or her separate reservation prices for the component goods and concludes that mixed bundling is superior to pure components in a monopoly market. However, full mixed bundling is a discount conduct in order to attract more consumers, and the price of the bundle must be lower than the sum of the prices of two products, which must be considered in a consumers’ WTP for the bundle.Then, if consumers’ reservation prices are heterogeneous and subject to the uniform distribution, we can draw opposite conclusions: Full mixed bundling is disadvantageous to firms when Stackelberg pricing.The profit under full mixed bundling is less than that under pure components.
