CAJ | 학술논문

在考察网络购物中消费者网络外部性、产品兼容特征和单位运输成本作用基础上，通过构建双寡头竞争模型，分析商家的“包邮”行为。博弈时序为：第一阶段商家决策是否采用“包邮”策略，第二阶段商家进行价格竞争，第三阶段是消费者的购买决策。主要结论为：若商家内生决定是否采用“包邮”策略，都“不包邮”才是最优策略集合，此时社会整体福利水平最高；若外生决定是否采用“包邮”策略，不同策略集合下商家利润正负的边界条件有异，都“包邮”时条件最为苛刻，但此时消费者福利水平最高；具有兼容优势的商家市场规模较大。对商家而言，围绕网络外部性，不仅要降低成本，更要通过创新积极增强兼容优势，才能在竞争中取胜。
재고찰망락구물중소비자망락외부성、산품겸용특정화단위운수성본작용기출상，통과구건쌍과두경쟁모형，분석상가적“포유”행위。박혁시서위：제일계단상가결책시부채용“포유”책략，제이계단상가진행개격경쟁，제삼계단시소비자적구매결책。주요결론위：약상가내생결정시부채용“포유”책략，도“불포유”재시최우책략집합，차시사회정체복이수평최고；약외생결정시부채용“포유”책략，불동책략집합하상가리윤정부적변계조건유이，도“포유”시조건최위가각，단차시소비자복이수평최고；구유겸용우세적상가시장규모교대。대상가이언，위요망락외부성，불부요강저성본，경요통과창신적겁증강겸용우세，재능재경쟁중취성。
The three important roles： network effects, compatibility and transportation cost per unit are discussed first, and then the behavior of ＂Free Shipping＂ as a sellers＇ strategy is analyzed by using a duopoly model. There＇re three stages in timing： first, the sellers decide whether they will adopt the strategy of ＂Free Shipping＂; second, the sellers set prices and compete with the rivals; last, the consumers make their purchase decision. Main conclusions are as following： both sellers shouldn＇t adopt ＂Free Shipping＂ strategy. In this case, the social welfare is at highest level; different strategy sets have different boundaries. If both sellers adopt ＂Free Shipping＂ strategy, the boundary is the strictest and the level of consumer surplus is the highest; the seller with compatible advantage gets larger market share. Those sellers who aim at larger market share from online shopping market should focus on not only cost reduction, but also innovation that could increase compatibility.