动态定价团购模式下消费者参团行为研究

发布时间：2018-08-02 20:32

【摘要】：随着在线电子商务的发展,团购成为现代生活的重要部分。为了吸引更多的消费者参团,各网站推出了许多新的团购模式,包括天猫事业部推出的动态定价团购,即商品价格随着人数增加而降低。有研究发现,动态定价团购存在价格下降效应——价格下降前一定参团人数规模阈值内,参团人数激增,而价格下降后一定参团规模阈值内,参团人数下降。文章针对这一现象,模拟三级价格阶梯动态团购模式,设计网络团购行为实验,研究价格比较和虚幻的控制感对参团行为的作用机制。结果表明,当价格快要下降时,控制感越强越能吸引到更多的消费者。文章对电子商务平台调整团购机制,卖家确定定价策略给出了指导性建议,更好地理解价格变动在吸引消费者时的作用。
[Abstract]:With the development of e-commerce, group buying has become an important part of modern life. To attract more consumers, websites have introduced a number of new group-buying models, including the dynamic pricing group purchase launched by the Tmall division, in which commodity prices fall as the number of people increases. Some studies have found that dynamic pricing group purchase has the effect of price decline: the number of members increases within the threshold of the number of members before the price drops, and the number of members decreases within the threshold of the size of the group after the price drops. Aiming at this phenomenon, this paper simulates the three-level price ladder dynamic group purchase model, designs the network group purchase behavior experiment, and studies the mechanism of price comparison and illusory sense of control on the reference group behavior. The results show that when prices are about to fall, the stronger the sense of control, the more consumers are attracted. In this paper, the author gives some guiding suggestions for the e-commerce platform to adjust the group purchase mechanism and the seller to determine the pricing strategy, so as to better understand the role of price change in attracting consumers.
【作者单位】：浙江大学管理学院;海南大学应用科技学院;
【基金】：浙江省社科规划项目“之江青年课题研究”(13ZJQN038YB)
【分类号】：F713.55

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