摘要
在考察网络购物中消费者网络外部性、产品兼容特征和单位运输成本作用基础上,通过构建双寡头竞争模型,分析商家的"包邮"行为。博弈时序为:第一阶段商家决策是否采用"包邮"策略,第二阶段商家进行价格竞争,第三阶段是消费者的购买决策。主要结论为:若商家内生决定是否采用"包邮"策略,都"不包邮"才是最优策略集合,此时社会整体福利水平最高;若外生决定是否采用"包邮"策略,不同策略集合下商家利润正负的边界条件有异,都"包邮"时条件最为苛刻,但此时消费者福利水平最高;具有兼容优势的商家市场规模较大。对商家而言,围绕网络外部性,不仅要降低成本,更要通过创新积极增强兼容优势,才能在竞争中取胜。
The three important roles： network effects, compatibility and transportation cost per unit are discussed first, and then the behavior of ＂Free Shipping＂ as a sellers＇ strategy is analyzed by using a duopoly model. There＇re three stages in timing： first, the sellers decide whether they will adopt the strategy of ＂Free Shipping＂; second, the sellers set prices and compete with the rivals; last, the consumers make their purchase decision. Main conclusions are as following： both sellers shouldn＇t adopt ＂Free Shipping＂ strategy. In this case, the social welfare is at highest level; different strategy sets have different boundaries. If both sellers adopt ＂Free Shipping＂ strategy, the boundary is the strictest and the level of consumer surplus is the highest; the seller with compatible advantage gets larger market share. Those sellers who aim at larger market share from online shopping market should focus on not only cost reduction, but also innovation that could increase compatibility.
出处
《山东大学学报（哲学社会科学版）》
CSSCI
北大核心
2014年第2期1-11,共11页
Journal of Shandong University(Philosophy and Social Sciences)
基金
国家社科基金重大项目"构建现代产业发展新体系研究"(项目批准号13&ZD019)
关键词
网络购物
包邮
网络效应
兼容
双寡头竞争
online shopping
free shipping
network effects
compatibility
duopoly competition
