管理评论

管理评论 ›› 2023, Vol. 35 ›› Issue (12): 148-159.

• 电子商务与信息管理 • 上一篇    下一篇

在线评论对电商平台定价与消费者渠道选择的影响

黄鹤1,2   

  1. 1. 江西财经大学工商管理学院, 南昌 330032;
    2. 江西银行计划财务部, 南昌 330038
  • 收稿日期:2022-10-07 出版日期:2023-12-28 发布日期:2024-01-30
  • 作者简介:黄鹤，江西财经大学工商管理学院博士研究生，江西银行计划财务部职员。
  • 基金资助:
    国家自然科学基金项目(72272068)；江西省社会科学“十四五”规划基金重点项目(21GL04)。

Impact of the Online Reviews on Pricing for E-commerce Platform and Consumers’ Channel Choices

Huang He1,2   

  1. 1. School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032;
    2. Finance and Planning Department, Jiangxi Bank, Nanchang 330038
  • Received:2022-10-07 Online:2023-12-28 Published:2024-01-30

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摘要： 本研究针对在线评论对电商平台定价决策以及消费者行为的影响问题，构建有无在线评论情形下电商平台与制造商之间的博弈模型，比较分析在线评论对系统均衡和消费者行为的影响。研究结果表明：电商平台的定价策略会受到在线评论的影响，当制造商直销渠道与电商平台自营渠道的竞争程度足够大，或者渠道竞争程度较小但在线评论有效性水平足够低时，电商平台才会实施低价策略；在线评论会导致利润在各企业间的重新分配，当渠道竞争程度适中时，在线评论对电商平台有利，对制造商的影响不确定。其次，在线评论的存在会影响消费者选择购买渠道，尤其是部分消费者放弃直销渠道而选择自营渠道购买产品；然而，如果在线评论有效性水平满足一定条件，则消费者参考在线评论可能会放弃购买产品，由此导致产品需求降低。此外，本文还拓展了原始模型，进一步考察电商渠道竞争问题。

关键词: 电商平台, 在线评论, 渠道选择, 定价

Abstract: Considering a system consisting of a manufacturer and an e-commerce platform, two game models are established and the impact of online reviews on system equilibrium and consumer behavior is analyzed. The results of this paper show that, the optimal pricing strategy of e-commerce platform is influenced by online reviews. E-commerce platform will only implement a low-price strategy when the competition between direct channel and self-operated channel is sufficiently intense, or when the level of channel competition is relatively low but the effectiveness of online reviews is also sufficiently low. Online reviews facilitate the redistribution of profits between manufacturer and e-commerce platform, and when the level of channel competition is moderate, online review is beneficial to e-commerce platform, while their impact on manufacturer remains uncertain. In addition, the presence of online reviews influences consumers' choice of purchase channels, especially as some consumers abandon direct channels and opt to purchase products through self-operated channel. However, when the effectiveness of online reviews satisfies certain conditions, consumers may decide against purchasing the product based on those reviews, leading to a reduction in product demand. Finally, this paper extends the original model to further examine the issue of competition among e-commerce channels.

Key words: e-commerce platform, online reviews, channel choices, pricing