基于产品不确定的平台模式下产品评论影响效应

基于产品不确定理论,消费者对产品效用评估具有质量占优和品味占优两种状态。通过构建两阶段博弈模型,重点分析了平台模式下产品评论对制造商定价和零售商利润的不同影响效应。产品评论通过差异减小(增加)效应和均值转移效应影响供应链竞争:差异减小效应使上游制造商竞争加剧,总体上导致产品价格降低;差异增加效应缓解了上游制造商的竞争,总体上导致产品价格提高;均值转移效应引起产品需求出现不对称状况,导致获得好评的制造商处于竞争优势。在质量占优状态下,制造商定价和零售商利润将降低;在品味占优状态下,制造商定价和零售商利润将提高。产品不确定对产品评论对于价格和利润的影响具有调节作用。

The Impact of Product Reviews under Platform Scheme Based on Product Uncertainty

The consumer’ s evaluation of product utility has the quality-dominates-fit case and the fit-dominates-quality case based on the theory of product uncertainty.This paper conducts a two-stage game model to study the different effects of product reviews on manufacturer pricing and online retailer profit under platform scheme.Product reviews affect supply chain competition through variance-reducing(increasing) effect and mean-shifting effect:variance-reducing effect increases the competition of the upstream manufacturers and leads to the lower price of the product;variance-increasing effect relieves the competition of upstream manufacturers and leads to the higher price of the product;At the same time,the mean-shifting effect causes asymmetry in product demand,leading to the competitive advantage of manufacturers with favorable product reviews.Under the condition of quality-dominates-fit,the manufacturer’ s pricing and retailer’ s profit decrease,and the manufacturer’ s pricing and retailer’ s profits increase under the condition of fit-dominates-quality.Product uncertainty has a moderating effect on the impact of product reviews to the price and profit.