文献类型：期刊文献

英文题名：Pricing Strategies in Presence of Online Consumer Ratings - from the Product Customization Perspective

作者：Li, Tian[1];Wang, Xueying[1];Wu, Yifan[1]

机构：[1]East China Univ Sci & Technol, Sch Business, Shanghai, Peoples R China

年份：2020

卷号：15

期号：3

起止页码：84

外文期刊名：JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH

收录：;WOS:【SSCI(收录号:WOS:000528218500007)】；

基金：This work was supported in part by the National Natural Science Foundation of China (71671067, 71301050, 71471062 and 71431004), the Shanghai Pujiang Program (17PJC023, 13PJC022) and the Fundamental Research Funds for the Central Universities. Yifan Wu corresponds for this article.

语种：英文

外文关键词：Pricing strategy; Product customization; Online consumer rating; Niche product; Neutral product; Mainstream product

摘要：Although there is abundant evidence that online consumer ratings have significant impacts on firms' pricing strategies, it is unclear how such impacts are influenced by the degree of product customization. This paper sets up a two-period dynamic model to analyze a firm's pricing strategies and the changes in its profitability when it sells products with different customization degrees (i.e., niche, neutral or mainstream). Consumers are uninformed of the product value. However, the first-period consumers generate online consumer ratings after their consumptions, and such ratings enable the second-period consumers to better understand the product value and thus to improve their purchasing decisions. Our results show that, in anticipation of the impacts of online consumer reviews, the firm should adjust its pricing strategy according to the customization degree of its product. In particular, for neutral products, the firm should lower its expected price in the second period comparing to its first period price, but for niche and mainstream products, the pricing adjustments over periods depend on the product value.