|
|
|
| Study on the Motivation and Pricing Strategy of Hybrid Online Sellers Accessing to E-Commerce Platform |
| CAI Zuguo，XIE Xiaoying，FAN Lili |
| Southwest Jiaotong University, Chengdu, China |
|
|
|
|
Abstract Aiming at the partial integration behavior of hybrid online seller and e-commerce platform, this study constructs a partially integrated game model to analyze the pricing strategy choices of hybrid online sellers with product pricing power to access the e-commerce platform and then discusses the “pros” and “cons” of partial integrated behaviors on e-commerce platform and hybrid online seller. The results show that: Firstly, when hybrid online seller set retail price according to platform access rules, partial integrated behavior has an obvious complement effect on the shortcomings of the e-commerce platform business; however, hybrid online seller loses the oligopoly pricing advantage; Secondly, when hybrid online seller sets retail price according to an oligopoly strategy, partial integrated behavior has a weaker complement effect on the shortcomings of the e-commerce platform business; however, hybrid online seller can consolidate the oligopoly advantage. Therefore, hybrid online seller with product pricing power will optimally choose the oligopoly pricing strategy.
|
|
Received: 22 February 2021
|
|
|
|
|
|
|
