Examination of restaurants online pricing strategies: A game analytical approach
Examination of restaurants online pricing strategies: A game analytical approach
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餐厅在线定价策略检验：博弈分析方法
DOI：
10.1080/19368623.2017.1272085
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发表时间：
2017
影响因子：
12.5
通讯作者：
Xiabing Zheng
中科院分区：
文献类型：
--
作者：
Xiaolong Guo;Xiabing Zheng
This article studies the optimal pricing strategy employed by restaurants in cooperation with third-party websites. Using a mixed game model that consists of a Nash game among multiple restaurants and a Stackelberg game between these restaurants and a third-party website, this paper describes the cooperation and competition among the participants. Results suggest that the restaurants may not always provide price discounts for the third-party website because of the switching behaviors of their offline loyal customers. Moreover, the cooperation between a restaurant and a third-party website is encouraged only when the number of loyal customers is smaller than a threshold, which also depends on restaurant capacity.
