摘要
同时考虑平台需求端和供给端不确定性,分析此时服务平台的产品定价、最优激励、商业模式和效率损失传导。通过将委托代理理论和平台理论结合的方法进行分析,研究表明:(1)需求端和产出端的不确定性越高,平台对消费端的定价越低;随着需求端自网络外部性增强,需求端不确定对消费端的影响减弱;随需求端交叉网络外部性增强,需求端不确定对消费端的定价影响增强。(2)需求或产出不确定性越大,分成报酬占总报酬比例越低,平台商业模式更接近于雇佣或自营模式;反之接近纯平台模式。(3)产出端不确定性带来的效率损失在平台两端之间传导。当服务端存在不确定性,服务端报酬和需求端定价同时上升,服务提供端的报酬升高幅度大于需求端产品价格升高幅度。同时,平台将部分效率损失内化,平台承担的效率损失与需求端交叉网络外部性成正比。
As the development of information and remote technologies,more and more offline service could be accessed.Someservice providers begun using online platforms to enable themselves to directly connect with customers,but sometend to be hired by platform.For the service provider,the platform like an online labor market now.To some service providers,they are not only using the platform but also being hired by the platform.Then,when the platform wants to drive the service providers to provide the desired outcome after their contract is signed,an ex-post problem arises.Meanwhile,the uncertainty of consumer side would also affect.Considering the cases that uncertainty on two sides,the service pricing,optimal incentive scheme,business model choosing and conduction of efficiency of platforms are analyzed.Unlike the usual platform that charges both sides a fixed fee,the online-hiring platform shares revenue with one sideaccording to service provider’s performance.From equilibriums,it is shown that:(1)When the uncertainty of consumer side is high,pricing of consumer side is low.When the uncertainty of service provider side is high,pricing of consumer side is high.When the self-externality of consumer side is large,the effects of uncertainty of consumer side on service pricing is weakened.When the cross-externality of consumer side is large,the effects of uncertainty of consumer side on service pricing is strengthened.(2)When the uncertainty of consumer side or the uncertainty of service provider side is high,online service firm tend take more risk.(3)When the uncertainty of service provider side exists,the price of consumer side and the salary for service provider are both higher than ever before.And the variance on service provider side is larger than that of consumer side.The platform will take part of the efficiency loss and the amount of this efficiency loss it takes is positive with the cross-externality of consumer side.First,to see the uncertainty’s impact on pricing in reality.Take online knowledge sharing industr
作者
张轩
陈宏民
赵丹
ZHANG Xuan;CHEN Hong-min;ZHAO Dan(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200052,China;School of Management,Henan University of Science Technology,Luoyang 471000,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2020年第12期130-139,共10页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(71472121)
国家社会科学基金资助项目(14ZDB137)
河南省高等学校哲学社会科学应用研究重大项目(2018-YYZD-04)。
关键词
需求不确定性
产出不确定性
服务平台
平台定价
效率损失传导
demand uncertainty
output uncertainty
service platform
platform pricing
conduction of efficiency loss
