摘要
在产品多样性、生命周期缩短等因素增加消费者在线购买不确定性的背景下,在线产品评论对于消费者购买与电商平台运作的影响愈加显著.针对在线产品评论背景下的电商平台自营渠道引入决策及其影响问题,构建引入自营渠道前后电商平台及其上游制造商的博弈模型,分析电商平台自营渠道引入决策、在线产品评论的价值以及二者对消费者福利的影响.研究发现:当在线产品评论为正向评论或者在线产品评论为负向评论且其有效性水平较高时,电商平台会有动机引入自营渠道;并且,如果渠道竞争程度足够大,则在线产品评论还能增大电商平台引入自营渠道的动机.然而,当电商平台引入自营渠道时,各企业的定价策略调整取决于在线产品评论有效性水平及其精度,引入自营渠道对制造商有利,而在线产品评论对制造商不利.其次,在线产品评论会影响消费者的购买渠道选择,可能损害选择自营渠道购买产品的消费者福利.最后,对原始模型进行拓展,分析自营渠道影响在线产品评论情形下的电商平台自营渠道引入决策及其影响.
Product diversity and shortened life cycles increase the uncertainty of consumers’online purchases,and online reviews have an increasingly significant impact on consumer purchases and the operation of e-commerce platform.Considering a monopolistic market consisting of an e-commerce platform and a manufacturer,we investigate the optimal self-operated channel strategy of e-commerce platform and its influence on system equilibrium.Based on this,the e-commerce platform’s self-operated channel strategy,the value of online reviews,and their impact on consumer welfare are analyzed.The results of this paper show that,when online reviews have a positive effect or online reviews have a negative effect and their effectiveness level is high,the e-commerce platform are motivated to introduce self-operated channel.Moreover,if the level of channel competition is large enough,online reviews can also increase the motivation of the e-commerce platform to introduce self-operated channel.However,when e-commerce platform introduce self-operated channel,the optimal pricing strategy changes depending on the level of online review effectiveness and its accuracy,and self-operated channel are also beneficial to the manufacturer,while online reviews are not good for the manufacturer.Further,online reviews will affect consumers’choice of purchasing channels,which may damage the welfare of consumers who choose to purchase products through self-operated channel.Finally,the original model is expanded to analyze the choice of e-commerce platform’s self-operated channel strategy and the effect of self-operated channel in the case of variable product online reviews.
作者
金亮
郑本荣
JIN Liang;ZHENG Benrong(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330032,China;College of Economics&Management,Huazhong Agricultural University,Wuhan 430070,China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2023年第2期469-487,共19页
Systems Engineering-Theory & Practice
基金
国家自然科学基金(71902079,72102084)
江西省社会科学基金(22YJ09)
江西省“双千计划”哲学社会科学领军人才项目(jxsq2019203033)。
关键词
自营渠道
在线评论
电商平台
消费者福利
self-operated channel
online reviews
e-commerce platform
consumer welfare
