摘要
基于双边市场理论,考察社会化电子商务平台的定价策略与传统电子商务平台的异同.得到的主要结论为:1)社会化商务平台对商家的收费模式不影响平台商对消费者和商家的定价结构;2)相较于传统电子商务平台,社会化电子商务平台对消费者的定价不仅与消费者对商家的外部性强度负相关,还与消费者的自网络外部性强度以及商家对消费者的外部性强度负相关.
Based on two-sided market theory, the article investigates the pricing strategy of social commerce platforms. Main conclusions are： 1）The choice of charging models has no effect on the pricing structure of the social commerce platforms; 2）Compared to traditional e-commerce platforms, the price to buyers of social commerce is not only negatively correlated with externalities of buyers to sellers, but also negatively correlated with externalities of sellers to buyers and buyers to buyers.
出处
《西南民族大学学报（自然科学版）》
CAS
2013年第5期800-805,共6页
Journal of Southwest Minzu University(Natural Science Edition)
