Selecting optimal selling format of a product in B2C online auctions with boundedly rational customers
Selecting optimal selling format of a product in B2C online auctions with boundedly rational customers
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DOI：
10.1016/j.ejor.2012.10.003
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发表时间：
2013-04
期刊：
影响因子：
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通讯作者：
Zhong-Zhong Jiang-Zhong;S. Fang;Z. Fan;Dingwei Wang
中科院分区：
文献类型：
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作者：
Zhong-Zhong Jiang-Zhong;S. Fang;Z. Fan;Dingwei Wang
互联网技术的进步使B2C网上拍卖成为新的产品销售形式。目前，在各大在线拍卖网站上，存在着三种流行的拍卖形式，即贴价拍卖、纯拍卖和买价拍卖。如何选择最佳的销售模式是企业在互联网上销售产品的一个重要决策问题。客户行为当然是决策过程的关键因素。据我们所知，目前可用的大多数模型都假设客户是完全理性的。为了更好地理解决策过程，在本文中，我们将有限理性的概念纳入考虑。首先，我们提出了一个“行为选择函数”来描述有限理性的客户的行为。然后针对每一种销售形式，构建了基于有限理性的收益模型进行分析。最后，我们进行了一些精心设计的计算实验，以研究每个收入模型的性能，以开发新的管理见解。我们的计算结果清楚地表明，如何有限理性的客户行为的影响选择一个更好的销售形式的B2C公司在网上拍卖。
The advancement of Internet technology has enabled new formats for selling products in the B2C online auctions. At present, on the major online auction sites, there exist three popular selling formats, namely, the posted price, pure auction and buy-price auction formats. It is an important decision problem for a firm to select the most profitable format to sell its products through the Internet. The customer behavior is of course a crucial element of the decision process. To the best of our knowledge, most models available today assume that customers are perfectly rational. To better understand the decision process, in this paper, we incorporate the concept of bounded rationality into consideration. We first present a “behavior choice function” to characterize the behavior of the customers with bounded rationality. Then corresponding to each selling format, we construct a revenue model based on the bounded rationality for analysis. Finally, we conduct some elaborate computational experiments to investigate the performance of each revenue model for developing new managerial insights. Our computational results clearly demonstrate how the bounded rationality of customer behavior affects the choice of a preferable selling format for a B2C firm in an online auction.