文献类型：期刊文献

中文题名：消费者服务保留效用异质性下服务网络团购质量与定价联合决策

英文题名：Joint quality and pricing decisions for service online group-buying with heterogeneous consumer service reservation utilities

作者：吴一帆[1];朱玲[1]

机构：[1]华东理工大学商学院,上海200237

年份：2020

卷号：34

期号：1

起止页码：94

中文期刊名：管理工程学报

外文期刊名：Journal of Industrial Engineering and Engineering Management

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；CSSCI:【CSSCI2019_2020】；CSCD:【CSCD2019_2020】；

基金：国家自然科学基金资助项目(71471062、71431004);上海市浦江人才计划(17JPC023);中央高校基本科研业务资助项目。

语种：中文

中文关键词：网络团购;服务质量;消费者异质性;定价

外文关键词：Online group-buying;Service quality;Consumer heterogeneity;Pricing

摘要：随着电子商务迅速发展,网络团购已经成为许多商家的重要经营模式。本文以最新的网络团购模式为背景,考虑消费者异质性情况下,研究服务商家应如何战略性地调整自身服务质量与团购定价决策联动以获得更好的促销效果,进而分析商家在何种情况下才能通过团购模式提高利润。通过研究消费者线下购买情形、混合购买情形与线上购买情形下商家最优服务质量和团购定价决策,发现当消费者全部线下购买时,团购策略总是较优策略;当消费者选择混合购买时,只有在异质性较大的情况下或者异质性和佣金都较小时,团购策略才是较优的。而团购价格和服务质量都随着消费者异质性提高而降低;当消费者全部线上购买且团购网站规模较小时,商家的服务质量随着异质性提高而提高;团购网站规模较大时,商家的服务质量随着异质性提高而降低。
With the rapid development of e-commerce,online group-buying has become the main business model for many service providers.These sellers promote products through group-buying websites with relatively low online prices to attract more new customers,which help them broaden their markets.However,some prominent problems follow,especially the conflict between the service quality and marketing strategy.Therefore,the group-buying strategy cannot necessarily guarantee the long-term profit for the seller.It is very important to study whether and how the seller should implement its group-buying strategy,i.e.,how to adjust the group-buying price and service quality.In this paper,we study the seller’s joint quality and pricing decision for online group-buying under the condition that consumers are heterogeneous in their service reservation utilities,which depend on their personal needs or disposable incomes.We analyze the conditions under which a seller could benefit from the group-buying strategy by comparing the group-buying strategy(GS)and offline strategy(OS),in addition to discussing optimal decisions concerning service quality and online price.Based on consumer buying behavior,we analyze different scenarios,namely pure offline channel scenario,mixed channel scenario,and pure online channel scenario.We investigate the seller’s optimal service quality and group-buying price and obtain the following results:1)In the pure offline channel scenario,GS is always more profitable for the seller,and the seller will improve its service quality compared with OS.2)In the mixed channel scenario,GS will be a better strategy when the heterogeneity is relatively large,or the heterogeneity and the trading commission are both relatively low.Moreover,group-buying price and service quality both decrease with the consumer heterogeneity.Compared with OS,the seller will improve its service quality only when the trading commission is relatively low.3)In the pure online channel scenario,GS will be a better strategy only when the trading commission is relatively low if the group-buying website scale is small.The seller’s service quality will increase with the heterogeneity.Otherwise,the seller’s service quality will decrease with the heterogeneity and GS is always a better strategy regardless of trading commission.4)By analyzing these three scenarios,we can find that future discount factor’s impact on the seller’s decision is consistent which means the seller will always improve the service quality if it cares more about the future benefit.Overall,our findings provide valuable insights for the seller who considers adopting a group-buying strategy.It is crucial to adjust the service quality to align with the online group-buying price when the target market differs in its consumer heterogeneity.