首页|考虑消费者公平关切行为的众筹定价策略

考虑消费者公平关切行为的众筹定价策略

扫码查看
通过建立两阶段模型刻画消费者顺序到达的动态投资特征,探讨消费者公平关切如何影响众筹定价策略、发起人利润和消费者福利.结论表明,消费者公平关切抑制了差异化定价策略的采用,降低了发起人利润,但未必对消费者有利.当消费者估值差异较低(较高)时,随着消费者不公平厌恶程度的增加,消费者福利上升(下降).进一步研究发现菜单定价机制可以作为一种补充策略缓解消费者公平关切对歧视性定价行为的负面影响,在一定条件下实现了帕累托改进.最后考虑消费者到达差异情形以验证主模型的稳健性.
Pricing strategy of crowdfunding with consumer fairness concerns
By building a two-stage model to describe the dynamic investment characteristics of consumers'sequential arrival,this paper explores how consumer fairness concerns affect crowdfunding pricing strategies,the creator's profit and consumer welfare.The conclusion shows that consumer fairness concerns inhibit the use of differentiated pricing strategy and reduce the creator's profit,but also may not be beneficial to consumers.Specifically,when the consumer valuation differential is low(high),consumer welfare increases(decreases)as the consumer unfairness aversion increases.Furthermore,this paper proves that the menu pricing mechanism can be used as a complementary strategy to alleviate the negative impact of consumer fairness concerns on discriminatory pricing behavior,and achieve Pareto improvement under certain conditions.Finally,the case of consumer arrival difference are considered to verify the robustness of the main model.

crowdfundingpricing strategyfairness concernconsumer welfaremenu pricing

徐扬、吴阳、吕建成、毕功兵

展开 >

安徽财经大学金融学院,安徽蚌埠 233030

中国科学技术大学管理学院,安徽 合肥 230026

众筹 定价策略 消费者公平关切 消费者福利 菜单定价

国家自然科学基金资助项目国家自然科学基金资助项目安徽省高校优秀青年科研资助项目

72201001721712142023AH030014

2024

系统工程学报
中国系统工程学会

系统工程学报

CSTPCD北大核心
影响因子:1.192
ISSN:1000-5781
年,卷(期):2024.39(5)