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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

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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.
Key wordse-commerce platform      hybrid online seller      partial integration      competitive effect     
Received: 22 February 2021     
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CAI Zuguo
XIE Xiaoying
FAN Lili
Cite this article:   
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-.
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http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2022/V19/I5/731
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