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.
CAI Zuguo,XIE Xiaoying,FAN Lili. Study on the Motivation and Pricing Strategy of Hybrid Online Sellers Accessing to E-Commerce Platform[J]. Chinese Journal of Management, 2022, 19(5): 731-.