商户受理银行卡支付方式的策略性行为研究

继沃尔玛、西尔斯为代表的大型零售商对万事达、VISA信用卡组织提起集体诉讼,要求降低商户扣率之后,我国深圳商家就商户扣率也发生了大规模抵制银行卡的事件。纵观全球银行卡产业,银行卡组织的集中定价机制不断受到来自商户和反垄断机构的质疑。本文以中国银行卡产业现有的受理环境为背景通过Hotelling模型对商户受理银行卡的策略性行为进行分析,结果表明:商户受理银行卡的策略性行为与受理环境以及消费者对银行卡支付方式的偏好有关。只有在受理环境良好,消费者习惯于刷卡消费情况下商户才会普遍受理银行卡。

The Economics Analysis of whether Merchant Accept Bank Card

After sued by Wal-mart and Sears, MasterCard and Visa were forced to reduce their merchant fee. In June 2004, the same happened in Shenzhen, South China. From the view of bankcard industry in the world, the rule run by bankcard association has been called into question. The paper analyses the incentive which merchants face to accept bankcard under Hotelling model. The model incorporates the bankcard usage condition, which is not perfect in China. The paper shows: merchant's motivation to accept bankcard is affected by the use conditions and consumer's payment habit. When the bankcard use conditions perfect and consumers are used to pay with bankcard, the merchant will accept it.