考虑消费者公平关切的电商供应链决策研究  

The Effect of Consumer Fairness Concerns on E-commerce Supply Chain Decision

作　　者：赵莹 关志民[1] 牟玉霞 于天阳 ZHAO Ying;GUAN Zhimin;MOU Yuxia;YU Tianyang(School of Business Administration,Northeastern University,Shenyang,Liaoning 110167,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110167

出　　处：《工业工程与管理》2023年第1期1-8,共8页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(70972100,71372186)。

摘　　要：研究消费者公平关切行为对电商供应链定价决策的影响,分别在制造商制定线上平台店价格和电商平台制定线上平台店价格的情形下构建单渠道与双渠道供应链模型。研究发现:公平关切权重的增加会降低销售价格以及制造商和电商平台的利润;只有在电商平台制定线上平台店价格的双渠道供应链中,销售价格才与公平关切系数正相关,制造商和单渠道供应链中电商平台的利润与公平关切系数负相关;电商平台并不总是能从提高佣金率中获益,在制造商制定平台店销售价格的双渠道供应链中,电商平台的利润随着佣金率的提高先增加后降低。Considering the impact of consumer fairness concerns on the pricing decisions of an ecommerce supply chain,the single-channel and dual-channel supply chain models were established when the manufacturer set online platform store selling price and the e-commerce platform set online platform store selling price. The results show that the increase in the weight of fairness concerns reduces prices and the profits of the manufacturer and the e-commerce platform. In the dual-channel supply chain where the e-commerce platform sets online platform store selling price,the price is positively correlated with the fairness concern coefficient. The profit of the manufacturer and the ecommerce platform in the single-channel supply chain is negatively correlated with the fairness concern coefficient. The e-commerce platform does not always benefit from increasing the commission rate.The profit of the e-commerce platform first increases and then decreases as the commission rate increases in the dual-channel supply chain where the manufacturer has pricing power.

关 键 词：消费者公平关切 电子商务 双渠道供应链 定价 

分 类 号：F224[经济管理—国民经济]