摘要
社会化电子商务作为电子商务的新型衍生模式正得以迅速发展。兼具社交属性和商务属性的社会化电商平台对于如何为消费者及商家进行有效定价以实现三方福祉最优是亟待解决的重要研究和实践问题。本文从电商平台演化发展入手,引入Hotell ing模型扩展构建了社会化电商平台双边用户多归属条件下的定价模型,分析了在双寡头垄断均衡状态下平台的定价机制,并通过数值模拟讨论了自网络外部性、交叉网络外部性、用户生成内容、平台适配因子参数、信息分享度及平台提供服务的差异化程度等对社会化电商平台定价策略产生影响的关键因素。
In the digital economy era,the rapid emergence of social e-commerce platforms,like Pinduoduo and Little Red Book,alongside the strategic transformation of traditional e-commerce platforms such as Taobao and Jingdong,has underscored the sig-nificance of the social e-commerce model in the evolution and development of e-commerce.The social e-commerce platform,char-acterized by its blended social and commercial attributes,facilitates connections between users through social networks.Employing interactive methods,such as forwarding and commenting,among consumers,enables effective dissemination of merchant informa-tion.This,in turn,enhances the transaction matching and shopping conversion rate on the platform,with revenue primarily generated through transaction commissions.Within the realm of transactional activities,the market size of a social e-commerce platform is influenced by the interplay between the supply and demand sides.Furthermore,the platform’s service transaction mechanism sig-nificantly impacts the relationships between consumers,consumers,and merchants,as well as merchants themselves.As a service provider,the transaction prices set by the social e-commerce platform for both buyers and sellers can influence the users’demand for the platform and their level of dependency on it.Consequently,these factors also have ramifications on the platform’s future revenue and operational success.Therefore,for social e-commerce platforms,on the premise of considering the payment intention and mutual relationship between the bilateral users of the platform,the formulation of a reasonable pricing strategy is the strategic key to its sus-tainable development,and it is also an important research and practical question to be solved within this emerging market pattern.Based on the two-sided market theory,this study constructs a pricing model of social e-commerce platform,taking into account the external effects of the network,the characteristics of bilateral users’belonging,and the degree of service differentiation,and solves the analytical solution of the platform’s optimal pricing based on consumers’social interaction and belonging characteristics in the context of the evolution and development of e-commerce platform.On this basis,the numerical simulation method is adopted to an-alyze the influence of various factors on platform pricing.The findings are as follows:(1)the transaction fee of consumers charged by the platform decreases with the increase of consumers’self-network externality,and increases with the increase of merchants’cross-network externality to consumers;In addition,the consumer transaction fees charged by the platform will decrease as the cost of information shared by consumers and the cost of social networking increases.(2)Merchant transaction fees charged by the platform increase with the enhancement of the merchants’own network externalities and consumers’cross-network externalities to merchants.(3)Improving the platform matching technology will reduce the transaction fees charged by the platform for consumers and merchants,and effectively reduce the multi-homing of bilateral users,thus improving the well-being of all parties.(4)Improving the differentiation of products or services between the platform and bilateral users will reduce the transaction fee of consumers and promote users to reach a transaction quickly;At the same time,it will increase the transfer cost of merchants,thus reducing the ratio of multi-owned merchants and improving the loyalty of merchants to the platform.This study mainly includes three theoretical contributions:(1)Describe the choice behavior of consumers and merchants in social e-commerce based on the two-sided market theory,establish the pricing strategy model of social e-commerce platform under the oligarchic competition mode,and expand the quantitative analysis model and method of social e-commerce.(2)According to the platform operation mode,the user search information and sharing interaction characteristics of the social e-commerce platform are introduced into the Hotelling model,which expands the application scope of the Hotelling model in social e-commerce to a certain extent.(3)By introducing social cost and information cost into the pricing model of social e-commerce platform,this paper analyzes the influence of these factors on the optimal pricing of the platform,deepens the understanding of the current phenomenon and law of social shopping,enriching the platform pricing theory,and provides certain enlightenment for future research on social e-commerce.This paper provides three aspects of management enlightenment:(1)Create a UGC selection mode,and highlight the advantages of the platform.Platform managers should pay attention to guiding users to create and interact with high-quality UGC through graphics,videos,live broadcasting,and other forms,enrich the high-quality content of the platform,set an incentive mechanism for users with rapid feedback and high activity,and effectively supervise the interaction of low-quality and fake UGC,so as to establish a deep link between products and users and enhance user stickiness.(2)Establish a platform theme community to enhance transaction transfor-mation.E-commerce platforms should establish corresponding theme communities based on users’common topics,interests,and hobbies,give full play to the community trust mechanism to improve user decision-making efficiency and transaction conversion and stimulate users to re-purchase through continuous interaction in the community.(3)Attach importance to differentiated platform services and maintain long-term development.The homogenization of commodities and business models has intensified the market competition among platforms.Therefore,e-commerce platforms should actively consolidate their operational capabilities around customer service,supply chain,and matching technology,and expand diversified business networks to improve user experience and reduce the loss of platform users.
作者
叶琼伟
康巍耀
Ye Qiongwei;Kang Weiyao(Business School,Yunnan University of Finance and Economics;School of Economics and Business Administration,Chongqing University)
出处
《南开管理评论》
CSSCI
北大核心
2023年第3期146-155,I0026,I0027,共12页
Nankai Business Review
基金
昆明市电子商务与互联网金融国际研发中心项目(KEIRDC[2020])
云南省重点基金项目(YunnanPEP[2018]11、2018HB027)资助。
作者简介
叶琼伟,云南财经大学商学院教授、博士生导师、博士,研究方向为电子商务与数字经济、人工智能与商务分析;通讯作者:康巍耀,重庆大学经济与工商管理学院博士研究生,研究方向为电子商务与消费者行为。
