声誉依赖定价策略：基于中国C2C市场的分析
Reputation dependent pricing strategy: analysis based on a Chinese C2C marketplace
摘要：
大多数在线市场建立信誉系统，以帮助建立卖家和买家之间的信任。卖方的声誉不仅为买方提供指导，而且还可以告知卖方其最佳定价策略。在本研究中，我们假设两种类型的买家：知情买家和不知情买家。知情的买家更了解卖家的声誉，但可能会产生搜索成本。然后，我们开发了一个基准模型和一个竞争模型。研究发现，高信誉卖家和低信誉卖家会根据买家的信息量和卖家之间的竞争程度采取不同的定价策略。在知情购买者比例较大的情况下，高信誉卖家可能会比低信誉卖家收取更低的价格，存在负的价格溢价效应，这与以往的一些研究结论相反。实证结果与我们的理论模型相一致。我们从中国领先的C2C在线市场淘宝网收集了电视机、笔记本电脑、化妆品、鞋和饮料五类产品的数据。电视、笔记本电脑和化妆品的价格溢价效应为负;饮料的价格溢价效应为负;鞋的价格溢价效应没有显著趋势。我们推断产品价值和市场复杂性是影响购买者信息性的主要因素。
英文摘要：
Most online markets establish reputation systems to assist building trust between sellers and buyers. Sellers' reputations not only provide guidelines for buyers but may also inform sellers their optimal pricing strategy. In this research, we assumed two types of buyer: informed buyers and uninformed buyers. Informed buyers know more about the reputation about the seller but may incur a search cost. Then we developed a benchmark model and a competition model. We found that high reputation sellers and low reputation sellers adapt different pricing strategy depending on the informativeness of buyers and the competition among sellers. With a large proportion of informed buyers, high reputation sellers may charge lower price than low reputation sellers, which exists a negative price premium effect, in contrast to conclusions of some previous studies. Empirical findings were in consistence with our theoretical models. We collected data of five categories of products, televisions, laptops, cosmetics, shoes, and beverages, from Taobao, a leading C2C Chinese online market. Negative price premium effect was observed for TVs, laptops, and cosmetics; price premium effect was observed for beverages; no significant trend was observed for shoes. We infer product value and market complexity are the main factors of buyer informativeness.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
