摘要
以自营和入驻商家售卖同种商品的价格差异为观察对象,本文运用理论推演和仿真模拟方法,探究平台收费对两类电商的商品价格差异影响。在经典研究的基础上,本文创新性地加入消费者偏好和搜索行为等因素,研究发现:(1)平台收费对自营商家和入驻商家之间的价格离散存在显著影响,其价格离散程度将会先减小后增大。(2)固定进驻费用对两类商家商品定价均存在正向影响。(3)平台销售抽成率的提高会引起入驻商家商品定价的提高,但对自营商家定价的影响是先减后增。(4)销售抽成率的影响程度大于固定进驻费用。(5)平台选定收费策略时,既要考虑自身收益,又要把其他参与方受到的收益影响作为重要依据。市场多方主体应积极协同融合,为营造和谐共生的平台生态圈做出应有贡献。
From the perspective of comparison between platform self-management and merchants in reality,this paper analyzes the impact of platform fees on price dispersion in ecommerce platform market by using mathematical deduction and simulation test.Based on previous studies,this paper adds new elements——consumer preference and search behavior.The results show that:(1)Platform fees has a significant impact on price dispersion between self-owned merchants and registered merchant.It will cause the price dispersion degree decrease first and then increase.(2)The access fee has a positive impact on the commodity pricing of the two types of merchants.(3)The usage fee will lead to the increase of commodity pricing of Registered merchants,but the impact on the pricing of Self-owned merchants is reduced first and then increased.(4)The influence of usage fee is greater than that of access fee.(5)Selecting a platform charging strategy should not only consider its own income,but also take the impact of the charging strategy on the income of other participants.Market players should actively coordinate and integrate,and make due contributions to the creation of a harmonious and symbiotic platform ecosystem.
作者
胡晓鹏
王菲瑶
HU Xiao-peng;WANG Fei-yao(Institute of World Economy,Shanghai Academy of Social Sciences,200020)
出处
《上海经济研究》
CSSCI
北大核心
2022年第4期99-111,128,共14页
Shanghai Journal of Economics
关键词
互联网经济
平台收费
自营商家
入驻商家
价格离散
Internet Economy
Platform Fees
Self-owned Mall
Registered Merchants
Price Dispersion
