搜索引擎平台优化策略影响用户福利的机理研究  

Research on the Mechanism of Search Engine Platform Optimization Strategy Affect Customer Welfare

作　　者：蔡祖国[1] 梁颖 李世杰[1] 范莉莉 CAI Zu-guo;LIANG Ying;LI Shi-jie;FAN Li-li

机构地区：[1]海南大学经济学院 [2]西南交通大学经济管理学院

出　　处：《产经评论》2023年第2期23-33,共11页Industrial Economic Review

基　　金：国家自然科学基金地区科学项目“互联网平台企业策略性行为及其反垄断规制研究”(项目编号:71963012,项目负责人:李世杰)。

摘　　要：既有研究普遍认为搜索引擎平台优化策略可提升用户检索效率,却较少剖析其对用户福利的作用机理。构建搜索引擎平台优化策略的两阶段理论模型,考察搜索引擎平台优化策略的作用机理和用户福利效应,从而增进搜索引擎平台优化策略的有效应用。结果显示:搜索引擎平台优化策略存在长短期效应,短期来看,搜索引擎平台优化策略的排列均衡违背用户检索意愿,虽增加搜索引擎平台利润,却损害用户福利;长期来看,搜索引擎平台优化策略的排列均衡将契合用户检索意愿,提升用户福利,并对搜索引擎平台利润产生负向影响。因此,搜索引擎平台企业可以针对非热门品牌关键词实施搜索引擎平台优化策略,吸引提供商参与投标,提升平台拍卖利润。The previous literature generally argues that the search engine optimization(SEO)strategy could improve the efficiency of customer search.However,they do not analyze the mechanism of SEO strategy for customer welfare.In this paper,we present a matching two-stage model to investigate the working mechanism and customers welfare effect for SEO strategy.Thus,our work would promote the effective application of SEO strategy.Our findings:(a)SEO strategy of search engine platform has long and short-term effects;(b)In the short term,SEO strategy violates customer retrieval intention,increases search engine platform s profits and harms customer welfare;(c)In the long term,SEO strategy will cater to customer retrieval intention,improve customer welfare and have a negative effect on search engine platform s profits.These findings suggest that search engine platforms implement SEO strategy for nonpopular brand keywords,attracting sellers to participate in bidding and improving the platform s auction profits.

关 键 词：用户检索行为 搜索引擎优化 排列均衡 用户福利 第二价格拍卖 

分 类 号：F062.9[经济管理—政治经济学]