CAJ | 학술논문

在线评论的出现深刻改变着消费者的经济行为模式、企业的赢利性及其定价策略.文章以消费者效用理论为理论基础,以网络零售两阶段销售为背景,建立了一个与在线评论相关的产品定价模型.通过数值模拟发现,在线评论数量越大,则第一阶段产品最优价格越低,第二阶段产品最优价格越高,网络零售商的总利润也越大;第一阶段消费者对产品价值的预期越高,则第一阶段产品最优价格越高,第二阶段产品最优价格越低,而只有当在线评论数量较小时,网络零售商的总利润才随第一阶段消费者对产品价值的预期增加而增加,否则,网络零售商的总利润将随第一阶段消费者对产品价值的预期增加而减少.
재선평론적출현심각개변착소비자적경제행위모식、기업적영리성급기정개책략.문장이소비자효용이론위이론기출,이망락령수량계단소수위배경,건립료일개여재선평론상관적산품정개모형.통과수치모의발현,재선평론수량월대,칙제일계단산품최우개격월저,제이계단산품최우개격월고,망락령수상적총리윤야월대;제일계단소비자대산품개치적예기월고,칙제일계단산품최우개격월고,제이계단산품최우개격월저,이지유당재선평론수량교소시,망락령수상적총리윤재수제일계단소비자대산품개치적예기증가이증가,부칙,망락령수상적총리윤장수제일계단소비자대산품개치적예기증가이감소.
Online retail pricing has always been a heated topic among economic activities. With the popularity and development of the Internet and e-commerce, the pricing methods and strategies have been updated. This paper establishes a review-related pricing model on the basis of utility theory. The model takes into account the two-stage sale of the new products in the B2C market, while the model include factors which can capture and measure the relationship between price and product review. By Numerical Simulation, this paper also gives further analysis on the relationship between Maximum revenue and other factors, including the consumer price sensitivity, the volume of reviews and the good rating of reviews. Results show that given the volume of online reviews is large and the consumer price sensitivity is high, the lower the price of first stage, the larger the profit will be made.