CAJ | 학술논문

在线评分可以为用户提供更多的产品信息，同时评分人数的多少也会影响用户效用。以 APP Store、Android Market 等平台上的应用软件为研究对象，以信息产品定价理论和博弈论为理论基础，通过建立两阶段的经济学模型，研究在线评分机制和信息产品网络效应的共同作用下垄断应用软件开发者的最优产品定价策略。研究结果表明，当软件质量低于用户事前期望、评分传递的质量信号较真实时，若网络效应强度较小，则软件定价应先高后低；若网络效应强度较大，则前期应该低价，甚至免费，以吸引更多用户，后期高价获利。当软件质量不低于用户事前期望、评分会限制高质量软件的信号传递时，用户只能通过评分推测软件质量等于其期望质量，因此最优质量策略等于用户期望质量。最后，探讨评分区间的局限性和弊端，软件开发者需要通过平台推广等策略提高用户的支付意愿，达到利润最大化。
재선평분가이위용호제공경다적산품신식，동시평분인수적다소야회영향용호효용。이 APP Store、Android Market 등평태상적응용연건위연구대상，이신식산품정개이론화박혁론위이론기출，통과건립량계단적경제학모형，연구재선평분궤제화신식산품망락효응적공동작용하롱단응용연건개발자적최우산품정개책략。연구결과표명，당연건질량저우용호사전기망、평분전체적질량신호교진실시，약망락효응강도교소，칙연건정개응선고후저；약망락효응강도교대，칙전기응해저개，심지면비，이흡인경다용호，후기고개획리。당연건질량불저우용호사전기망、평분회한제고질량연건적신호전체시，용호지능통과평분추측연건질량등우기기망질량，인차최우질량책략등우용호기망질량。최후，탐토평분구간적국한성화폐단，연건개발자수요통과평태추엄등책략제고용호적지부의원，체도리윤최대화。
Online rating offers users more product information , and the number of rating users influences the user utility .Based on the information goods pricing theory and game theory , and taking software on platforms such as APP Store and Android Market as the research sample , this paper develops a two-period economic model to explore the optimal pricing strategy of monopoly ap-plication software developers under online rating mechanisms and network effect of information goods .Results show that: when real software quality is lower than users′expectation, the rating truly signals software quality.Meanwhile, software developers′optimal choice is to price high in the first period and lower the price thereafter if the network effect is weak , while software devel-opers′optimal choice is to price low even free to attract more users in the first period and raise price for more profits in the second period if the network effect is strong .When real software quality is not lower than users′expectation , rating restricts the informa-tion signal of the software with high quality .Then users can only assume that the software quality equals to their expectation , so software developers′optimal quality choice is equal to users′expected quality .Finally, this paper discusses limitations as well as flaws of the ratings range .To maximize profit , software developers need some marketing strategies such as platform promotion to boost users′willingness to pay .