摘要
本研究目的在于探究在线零售商采用不同的实体产品免费试用策略时,在线评论如何影响商家的均衡定价和利润。考虑免费试用给商家造成的产品成本损失和在线评论可能给商家带来的期望利润增加。通过构建两阶段博弈模型,讨论不同情形下商家的最优试用决策和定价决策。研究结果表明:商家提供的免费试用数量随着产品成本的提高而降低,并且存在着一个产品成本的阈值,若产品成本超过该阈值,则不应该采用免费试用策略,若成本低于该阈值,当在线评论使消费者感知到的产品质量高于消费者对产品质量的先验期望值时,则可以采用免费试用策略。研究成果对理解电子商务中的免费试用现象具有重要意义。
The purpose of this study is to explore how online reviews affect merchants'equilibrium pricing and profits when they adopt different brick-and-mortar free trial strategies.The loss of product costs for merchants caused by free trials and the expected increase in profit might brought to merchants by online reviews are considered,By constructing a two-stage game model,the optimal trial decision and pricing decision of merchants under different situations are discussed.The results show that the number of free trials provided by merchants decreases with the increase of product costs,and there is always a threshold of product cost.If the product cost exceeds this threshold,the free trial strategy should not be adopted.If the cost is lower than this threshold,when the consumer's perceived product quality through online reviews higher than the consumer's prior expected product quality,the free trial strategy can be used.The research in this paper has important significance for understanding the phenomenon of free trials in e-commerce.
作者
吴丹
姜雨航
WU Dan;JIANG Yuhang(College of Management,Zhejiang University of Technology,Hangzhou 310014,China)
出处
《浙江工业大学学报》
北大核心
2025年第4期450-457,共8页
Journal of Zhejiang University of Technology
基金
浙江省自然科学基金资助项目(LQ21G010003,LQ22G010004)
2023年浙江工业大学人文社会科学研究基金年度项目(SKY-ZX-20240020)
浙江工业大学预研基金资助项目(SKY-ZX-20210205)的资助。
关键词
免费试用
在线评论
消费者异质性
定价策略
free trial
online reviews
consumer heterogeneity
pricing strategy
