Optimal pricing and quality policy considering consumer learning behaviors in online marketplaces

DOI

10.2991/metss-16.2016.55How to use a DOI?

Keywords

online marketplaces, consumer learning behaviors, pricing, quality policy

Abstract

Consumers always learn from the information about the historical sale records and the feedbacks from other buyers with the nature of the online marketplace, which refers to its virtual property, and then make their decisions. This kind of consumers' behaviors that learning from other buyers proposes a challenge for corporations (manufacturers) to determine the products' quality level and prices. Based on that, we investigate the manufacturers' strategies of pricing and quality policy by establishing a two-period supply chain model when considering the effect of customers learning behaviors. And then we compare these equilibriums with the results in another scenario that the manufacturer does not consider the consumers learning behaviors. Finally, we further examine the multi-period case where the manufacturer has to decide product level and prices of each period.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xuehong Wang
PY  - 2016/11
DA  - 2016/11
TI  - Optimal pricing and quality policy considering consumer learning behaviors in online marketplaces
BT  - Proceedings of the 2016 3rd International Conference on Management, Education Technology and Sports Science (METSS 2016)
PB  - Atlantis Press
SP  - 270
EP  - 274
SN  - 2352-5428
UR  - https://doi.org/10.2991/metss-16.2016.55
DO  - 10.2991/metss-16.2016.55
ID  - Wang2016/11
ER  -