Objective To study the way to better regulate the online sales of prescription drugs,and to provide reference for the adjustment of relevant policies since the online sales of prescription drugs has become an inevitab...Objective To study the way to better regulate the online sales of prescription drugs,and to provide reference for the adjustment of relevant policies since the online sales of prescription drugs has become an inevitable trend.Methods A game model was constructed for the strategy choice of pharmaceutical e-commerce platform,customers and government departments based on differential game theory and Nash equilibrium game model to analyze the pure strategy Nash equilibrium,Nash equilibrium dominant strategy of each subject and the mixed strategy Nash equilibrium under different conditions.Besides,Matlab was used to carry out simulation analysis.Results and Conclusion The study shows that:(1)Improving the credibility of the government and reducing the cost of government regulation can not only make the pharmaceutical e-commerce platform operate with high quality,but also give greater play to government functions;(2)The greater the influence of social evaluation on pharmaceutical e-commerce platforms,the lower the cost of high-quality operation of pharmaceutical e-commerce platform,and the greater the probability of customer choosing real evaluation strategy;(3)The greater the customers’perception of potential risk,the greater the compensation,and the lower the cost of reporting.Then,the greater the probability that government departments will choose strict regulation.Finally,the model solution and simulation analysis are combined to provide countermeasures and suggestions for the safety regulation of online sales of prescription drugs.展开更多
With Internet changing the luxury business landscape,new players have emerged such as the Online Private Sales Retailers(OPSRs).These offer online buyers with a choice of limited-time sales to help companies get rid o...With Internet changing the luxury business landscape,new players have emerged such as the Online Private Sales Retailers(OPSRs).These offer online buyers with a choice of limited-time sales to help companies get rid of their overstocks.Luxury brands are no exception.No research has been conducted about how luxury consumers relate with such websites,hence this paper.In an exploratory fashion,interviews with luxury buyers who also buy online on OPSRs,are conducted to get insights on consumers’perceptions and luxury brand equity that selling through OPSRs may have.We find that appropriate product and brand help consumers forget that they are buying brands’unsold stocks,that transferring the luxury webmospheres would be positively perceived,that consumers from these websites are looking for benefits such as freedom of use and brand discovery,rather than personalized offers,that multiple discounts on several OPSRs may damage the luxury-perception of a brand,that the private sales members consider the service to be good enough for the demanded price,and that personalized invitations can help increase online consumers’feelings of desirability and exclusivity.The paper concludes with practical recommendations for both luxury companies and OPSRs.展开更多
文摘Objective To study the way to better regulate the online sales of prescription drugs,and to provide reference for the adjustment of relevant policies since the online sales of prescription drugs has become an inevitable trend.Methods A game model was constructed for the strategy choice of pharmaceutical e-commerce platform,customers and government departments based on differential game theory and Nash equilibrium game model to analyze the pure strategy Nash equilibrium,Nash equilibrium dominant strategy of each subject and the mixed strategy Nash equilibrium under different conditions.Besides,Matlab was used to carry out simulation analysis.Results and Conclusion The study shows that:(1)Improving the credibility of the government and reducing the cost of government regulation can not only make the pharmaceutical e-commerce platform operate with high quality,but also give greater play to government functions;(2)The greater the influence of social evaluation on pharmaceutical e-commerce platforms,the lower the cost of high-quality operation of pharmaceutical e-commerce platform,and the greater the probability of customer choosing real evaluation strategy;(3)The greater the customers’perception of potential risk,the greater the compensation,and the lower the cost of reporting.Then,the greater the probability that government departments will choose strict regulation.Finally,the model solution and simulation analysis are combined to provide countermeasures and suggestions for the safety regulation of online sales of prescription drugs.
文摘With Internet changing the luxury business landscape,new players have emerged such as the Online Private Sales Retailers(OPSRs).These offer online buyers with a choice of limited-time sales to help companies get rid of their overstocks.Luxury brands are no exception.No research has been conducted about how luxury consumers relate with such websites,hence this paper.In an exploratory fashion,interviews with luxury buyers who also buy online on OPSRs,are conducted to get insights on consumers’perceptions and luxury brand equity that selling through OPSRs may have.We find that appropriate product and brand help consumers forget that they are buying brands’unsold stocks,that transferring the luxury webmospheres would be positively perceived,that consumers from these websites are looking for benefits such as freedom of use and brand discovery,rather than personalized offers,that multiple discounts on several OPSRs may damage the luxury-perception of a brand,that the private sales members consider the service to be good enough for the demanded price,and that personalized invitations can help increase online consumers’feelings of desirability and exclusivity.The paper concludes with practical recommendations for both luxury companies and OPSRs.
基金Supported by National Natural Science Foundation of China under Grant （No.61075115）, Soft Science Key issues of Shanghai Science and Technology Commission（No. 13692104900）, Innovation Program of Shanghai Municipal Education Commission （12YZ152）, Humanities and Social Science Fund of Ministry of Education （No. 13YJCZH 122） and Course Construction of SUES （No.K201203005）.
