The Achilles tendon of dynamic pricing –– the effect of consumers' fairness preferences on platform's dynamic pricing strategies
The Achilles tendon of dynamic pricing –– the effect of consumers' fairness preferences on platform's dynamic pricing strategies
复制标题
动态定价的致命弱点——消费者公平偏好对平台动态定价策略的影响
DOI：
10.1108/jide-08-2021-0004
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发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Qiaoqin Xiong
中科院分区：
文献类型：
--
作者：
Yong Wang;Tianze Tang;Weiyi Zhang;Zhenfei Sun;Qiaoqin Xiong
目的本文研究了在非合作博弈中消费者的公平偏好对平台动态定价策略的影响，设计/方法/途径本研究应用了公平博弈和重复博弈理论，发现在一次性博弈中，如果消费者具有公平偏好，动态价格会略有下降。在重复博弈中，即使消费者没有公平偏好，动态价格也会降低。当同时考虑公平偏好和重复博弈时，动态价格最有可能被设定在公平价格。作者还讨论了平台贴现因子的影响，消费者的收入和消费的替代选择的动态价格。研究限制/implicationsThe研究结果说明了纳入行为要素的理解和设计的平台和社会福利的影响一般的动态定价策略的重要性。独创性/value作者开发了一个理论模型，将消费者的公平偏好纳入平台在设计动态定价策略时的决策过程。
PurposeIn this paper, the authors study the effect of consumers' fairness preferences on dynamic pricing strategies adopted by platforms in a non-cooperative game.Design/methodology/approachThis study applies fair game and repeated game theory.FindingsThis study reveals that, in a one-shot game, if consumers have fairness preferences, dynamic prices will slightly decline. In a repeated game, dynamic prices will be reduced even when consumers do not have fairness preferences. When fairness preferences and repeated game are considered simultaneously, dynamic prices are most likely to be set at fair prices. The authors also discuss the effect of platforms' discounting factors, the consumers' income and alternative choices of consumption on the dynamic prices.Research limitations/implicationsThe study findings illustrate the importance of incorporating behavioral elements in understanding and designing the dynamic pricing strategies for platforms and the implications on social welfare in general.Originality/valueThe authors developed a theoretical model to incorporate consumers' fairness preference into the decision-making process of platforms when they design the dynamic pricing strategies.
影响因子：
5
作者：
Thaler, Richard H.
通讯作者：
Thaler, Richard H.