Platform or Wholesale? A Strategic Tool for Online Retailers to Benefit from Third-Party Information
Platform or Wholesale? A Strategic Tool for Online Retailers to Benefit from Third-Party Information
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平台还是批发？
DOI：
10.2139/ssrn.2335745
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发表时间：
2013-09
期刊：
影响因子：
7.3
通讯作者：
Srinivasan Raghunatha
中科院分区：
文献类型：
--
作者：
Young Kwark;Jianqing Chen;Srinivasan Raghunatha
在线零售由一种渠道结构主导，在这种结构中，零售商要么从竞争制造商那里购买产品并转售给消费者（批发方案），要么让制造商直接在其平台上向消费者销售以获得佣金（平台方案）。容易获得公开的第三方信息，如促进消费者购买决定的产品评论，是在线零售的另一个独特和普遍的特点。我们表明，零售商可以使用上游定价方案，批发或平台，作为一种战略工具，从第三方信息中受益。质量维度的信息同质化了消费者感知的竞争产品之间的效用差异，并增加了上游的竞争，这有利于零售商的批发计划下，但伤害了零售商的平台计划。信息的拟合维度异质化消费者的估计适合的产品和软化的上游竞争，这伤害了零售商的批发计划下，但有利于零售商的平台计划。因此，当第三方信息的精度高（低）时，如果质量维度起主导作用，则零售商可以通过采用批发（平台）方案而受益于第三方信息，如果适合维度起主导作用，则零售商可以通过采用平台（批发）方案而受益于第三方信息。此外，精度的提高对零售商利润的影响取决于定价方案的选择和质量和适合属性在消费者对产品的评价中的相对重要性。例如，当适合维度起主导作用时，提高精度会损害批发方案下的零售商，但在平台方案下受益。
Online retailing is dominated by a channel structure in which a retailer either buys products from competing manufacturers and resells to consumers (wholesale scheme) or lets manufacturers directly sell to consumers on its platform for a commission (platform scheme). Easy access to publicly available third-party information such as product reviews which facilitate consumers' purchase decisions is another distinctive and ubiquitous characteristic of online retailing. We show that retailers can use the upstream pricing scheme, wholesale or platform, as a strategic tool to benefit from third-party information. Information on the quality dimension homogenizes consumers' perceived utility differences between competing products and increases the upstream competition, which benefits the retailer under the wholesale scheme but hurts the retailer under the platform scheme. Information on the fit dimension heterogenizes consumers' estimated fits to the products and softens the upstream competition, which hurts the retailer under the wholesale scheme but benefits the retailer under the platform scheme. Consequently, when the precision of the third-party information is high (low), a retailer can benefit from third-party information by adopting the wholesale (platform) scheme if the quality dimension plays a dominant role and by adopting the platform (wholesale) scheme if the fit dimension plays a dominant role. Furthermore, the effect of precision improvement on the retailer's profit depends on pricing scheme choice and relative importance of quality and fit attributes in consumers' evaluation of products. For instance, when the fit dimension plays a dominant role, increasing the precision can hurt the retailer under wholesale scheme but benefit under platform scheme.
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DOI：
10.2307/2982011
发表时间：
1983-03
期刊：
--
影响因子：
--
作者：
R. L. Winkler;Spyros Makridakis
通讯作者：
R. L. Winkler;Spyros Makridakis
DOI：
10.2307/20650277
发表时间：
2008-03
期刊：
Innovation & Management Science eJournal
影响因子：
--
作者：
Wenjing Duan;B. Gu;Andrew Whinston
通讯作者：
Wenjing Duan;B. Gu;Andrew Whinston
DOI：
10.2139/ssrn.1633150
发表时间：
2010-12
期刊：
Microeconomics: Production
影响因子：
--
作者：
Baojun Jiang;Kinshuk Jerath;K. Srinivasan
通讯作者：
Baojun Jiang;Kinshuk Jerath;K. Srinivasan
DOI：
--
发表时间：
2012-08
期刊：
--
影响因子：
--
作者：
Y. Hong;Pei-yu Chen;L. Hitt
通讯作者：
Y. Hong;Pei-yu Chen;L. Hitt
影响因子：
7.7
作者：
Dellarocas, Chrysanthos;Gao, Guodong (Gordon);Narayan, Ritu
通讯作者：
Narayan, Ritu