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The pricing strategies under the online platform selling mode with information sharing

The pricing strategies under the online platform selling mode with information sharing Different information sharing mechanisms and online platform information sharing to different charging models are compared and analyzed.Design/methodology/approachThis paper uses the Stackelberg game model to study the demand information sharing and pricing decisions.FindingsThe results show that: (1) the retailer's pricing strategy is the highest when both of them obtain information, while the manufacturer's pricing strategy is affected by the related attributes of different products, such as the sensitivity of consumers to product prices; (2) in the online platform sales model, the demand information data sharing owned by the online platform can bring more expected profits to the whole supply chain and the members of the supply chain, and the higher the accuracy of the information, the higher the expected profit; (3) when the cost of obtaining demand information is zero, that is, the online platform shares the information data about market demand free of charge, the retailer and manufacturer tend to obtain information; (4) for the online platform, charging a certain fee can achieve higher expected profits than free sharing.Originality/valueBased on the single platform online sales model, this paper uses the Stackelberg game model to study the demand information sharing and pricing decision of a manufacturer and a retailer selling products through the same online platform. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Kybernetes Emerald Publishing

The pricing strategies under the online platform selling mode with information sharing

Kybernetes , Volume 53 (3): 27 – Feb 13, 2024

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References (51)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0368-492X
DOI
10.1108/k-06-2022-0848
Publisher site
See Article on Publisher Site

Abstract

Different information sharing mechanisms and online platform information sharing to different charging models are compared and analyzed.Design/methodology/approachThis paper uses the Stackelberg game model to study the demand information sharing and pricing decisions.FindingsThe results show that: (1) the retailer's pricing strategy is the highest when both of them obtain information, while the manufacturer's pricing strategy is affected by the related attributes of different products, such as the sensitivity of consumers to product prices; (2) in the online platform sales model, the demand information data sharing owned by the online platform can bring more expected profits to the whole supply chain and the members of the supply chain, and the higher the accuracy of the information, the higher the expected profit; (3) when the cost of obtaining demand information is zero, that is, the online platform shares the information data about market demand free of charge, the retailer and manufacturer tend to obtain information; (4) for the online platform, charging a certain fee can achieve higher expected profits than free sharing.Originality/valueBased on the single platform online sales model, this paper uses the Stackelberg game model to study the demand information sharing and pricing decision of a manufacturer and a retailer selling products through the same online platform.

Journal

KybernetesEmerald Publishing

Published: Feb 13, 2024

Keywords: Information sharing; Stackelberg game; Online platform; Pricing

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