线上线下渠道中考虑消费者反展厅现象的定价和广告策略  

Competitive pricing and targeted advertising strategies in online and offline channels with webrooming

作　　者：何向 李莉[2] 朱星圳 张华[4] 杨文胜[2] HE Xiang;LI Li;ZHU Xingzhen;ZHANG Hua;YANG Wensheng(School of Media and Arts,Nanjing University of Posts and Telecommunications,Nanjing 210023,China;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094,China;School of Business,Yangzhou University,Yangzhou 225127,China;School of Management Science and Engineering,Anhui University of Technology,Maanshan 243032,China)

机构地区：[1]南京邮电大学传媒与艺术学院,南京210023 [2]南京理工大学经济管理学院,南京210094 [3]扬州大学商学院,扬州225127 [4]安徽工业大学管理科学与工程学院,马鞍山243032

出　　处：《系统工程理论与实践》2024年第3期1114-1128,共15页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71771122)。

摘　　要：近年来,消费者的反展厅现象(即线上逛店、线下购买)已普遍存在于消费者跨渠道购物行为中.本文建立了一个由线上和线下商家组成的双寡头市场,在该市场中两位商家同时销售搜索型产品或体验型产品,以此为基础探讨反展厅现象对线上商家的影响并提出相应的定价和广告对策.通过对均衡结果的分析,得出以下结论:1)对于搜索型产品而言,消费者是否出现反展厅现象与消费者在线上购买产品所产生的隐私成本有关:当隐私成本处于较高水平时,消费者会出现反展厅现象;对于体验型产品而言,消费者是否出现反展厅现象还与消费者与线下商品的匹配概率相关;2)不论商家销售哪种类型的产品,反展厅现象的出现均会减少线上商家的收益与产品定价,同时也会在一定程度上提高线下商家的收益.此外,线上商家对搜索型产品的定价随着更高的单位旅行成本、更低的线上搜索成本和更低的隐私成本而增加;对体验型产品的定价还会随着消费者与线下商家中产品的匹配概率下降而提高;3)线上商家可以通过投放定向广告来应对反展厅现象,缓和市场竞争并提高线上商家的收益.同时,我们还得出一个反直觉的结论,即当线上商家在定向广告上的投资成本高于一定阈值时,线下商家也会获益于定向广告;4)最后,我们对比了定向广告对搜索型产品和体验型产品在应对反展厅现象时的不同表现,发现当隐私成本相对较低时,定向广告更能提高体验型产品的收益;当隐私成本相对较高时,定向广告更能提高搜索型产品的收益.In recent years,customers’webrooming behavior(i.e.,gather information online and purchase offline)has become a common practice.With a focus on the effect of webrooming,we establish an analytical model in which online retailer and BM store sell the search-products and experience-products.By analyzing the equilibrium result,we firstly show that to searchproducts,whether customers engage webrooming is determined by the privacy cost,only when the privacy cost is in a high level,customers will engage webrooming;to experience-products,whether customers engage webrooming also concerned with the match probability between customer and BM store.Second,it is verified that the presence of webrooming strictly hurt online retailer’s profit whatever the seller sells search-products and experience-products.In addition,the price of search-products will become higher with the higher unit travel costs,lower online search costs,and lower privacy costs;the price of experience-products will decline with the increasing match probability between customer and BM store.To counter the behavior of webrooming,we find that targeted advertising will relax the competition and reduces the impact of webrooming behavior on online retailer.Counterintuitive,BM store also prefers targeted advertising to some extent since when online retailer invests more on targeted advertising.Finally,we compare the performance of targeted advertising to search-products and experience-products when online retailer counter with webrooming,and find that when the privacy cost is in a low level,targeted advertising performs better in experience-products;on the contrary,when the privacy cost is in a high level,targeted advertising performs better in search-products.

关 键 词：反展厅现象 竞争性定价 定向广告 隐私成本 

分 类 号：C93[经济管理—管理学]