考虑消费者后悔情感的团购产品定价研究  

Dynamic pricing for group buying strategy considering consumers' regret

作　　者：曲明月 Qu Mingyue(Guangdong University of Technology,Guangzhou,Guangdong,510006)

机构地区：[1]广东工业大学,广东广州510006

出　　处：《市场周刊》2021年第4期90-92,110,共4页Market Weekly

摘　　要：随着网络技术和信息时代的到来,各种市场的零售商已经广泛地向消费者提供团购服务,通过建立两阶段动态博弈模型,研究零售商在考虑消费者的“羊群效应”即外部性时,面对策略性消费者产生后悔情感时应如何制定两期的定价策略以及什么时候最有利可图。结果表明零售商会根据策略性消费者的效用最大化行为,调节两阶段价格以适应外部效应、预期购买(等待)后悔情感的变化,且两期的消费者规模都与网络外部性正相关。With the advent of network technology and the information age, retailers in various markets have widely provided consumers with group buying services.Through the establishment of a two-stage dynamic game model, the study of seller’ consideration of consumers’ "herding effect",that is, external when it comes to sex, how should the two-period pricing strategy be formulated when facing strategic consumers’ regrets and when is the most profitable.The results show that sellers will adjust the two-stage price according to the utility maximization behavior of strategic consumers to adapt to external effects and changes in expected purchase(waiting)regret emotions, and the scale of consumers in the two stages is positively correlated with network externality.

关 键 词：团购 网络外部性 后悔情感 动态定价 

分 类 号：F713.5[经济管理—市场营销]