Pricing in electronic markets and networks
Pricing in electronic markets and networks
复制标题
电子市场和网络的定价
作者：
Martin Spann;A. Herrmann;David Sprott
电子媒体极大地改变了与定价决策相关的机遇和挑战。信息和通信技术的互动性鼓励使用互动式定价机制，使价格不仅由卖方决定，而且通过卖方和买方之间的互动来制定(Kannan和Kopalle，2001)。这种互动定价机制现在经常用于B2B交易，如采购拍卖(JAP 2003)、通过普遍的第二价格拍卖在搜索引擎中销售广告(Edelman等人)。2007年)，或在B2C和C2C交易中，如在eBay上看到的(Bajari和Hortaksu 2003)。电子市场提高了价格透明度，从而限制了卖方的价格歧视能力(Bakos，1997)。例如，购物机器人允许消费者轻松地比较不同零售商的价格，并在购物社区或通过社交网络与其他消费者讨论和交换此类价格信息(Brynjolfsson和Smith 2000；Hinz和Span 2008)。虽然这样的信息共享可能会改善消费者的决策，但拥有如此多的定价信息可能会使消费者无法充分处理这些信息并在他们的决策中适当地使用这些信息(Span N And Tellis 2006)。这一部分的目的是增加我们对电子市场和网络中的定价现象的理解。征集论文总共产生了11篇论文，它们经过了双盲审查过程。在这些提交的文件中，有五篇论文得到了评审员的肯定评价，并最终被这一节接受。
Electronic media have tremendously changed the opportunities and challenges associated with making pricing decisions. The interactive nature of information and communication technology has encouraged the use of interactive pricing mechanisms whereby the price is not solely determined by the seller, but rather developed through the interaction between sellers and buyers (Kannan and Kopalle 2001). Such interactive pricing mechanisms are now frequently used in B2B transactions, such as in procurement auctions (Jap 2003), the selling of advertisements in search engines via the generalized second-price auction (Edelman et al. 2007), or in B2C and C2C transactions, such as the ones seen on eBay (Bajari and Hortacsu 2003). Electronic markets increase price transparency and thereby limit seller’s ability to price discriminate (Bakos 1997). For example, shopbots allow consumers to easily compare prices from different retailers and to discuss and exchange such price information with other consumers in shopping communities or via social networks (Brynjolfsson and Smith 2000; Hinz and Spann 2008). While such information sharing is likely to improve consumer decision making, having this much pricing information may overload consumers’ ability to adequately process the information and make proper use of it in their decision making (Spann and Tellis 2006). The goal of this section was to increase our understanding of pricing phenomenon in electronic markets and networks. The call for papers generated a total of 11 submissions, which went through a double-blind review process. Of these submissions, five papers were positively evaluated by the reviewers and were eventually accepted for this section.