قیمت گذاری پویا در B2C بر اساس بررسی های آنلاین محصولات

To study how e-tailors should fix the price to influence word-of-mouth to maximize profits, this paper comes up with a dynamic pricing model based on online product reviews. Customers base consumption decisions on the principle of utility maximization. A lower price can lead to more positive reviews and improve the utility, but it may reduce the profit. The model gives the optimal pricing strategy for the e-tailor in a duopoly market competing with an offline retailor. The analytical results show with the increase of online reviews, the optimal pricing of the e-tailor increases and the growth rate declines.

As the business model of information society, electronic business has influenced human life greatly and is challenging traditional management theory. B2C is quite different from the physical retailing store in shopping model. The differences between B2C and the physical retailing store in product presence, consumer group and service time lead to the distinction in pricing strategy. Dynamic pricing is the dynamic adjustment of prices to consumers depending upon the value these customers attribute to a product or service[1]. The advent of electronic business reduces trade cost of dynamic pricing. Market uncertainty and fierce competition also motive e-tailors to adopt dynamic pricing to maximize profits. B2C websites allow consumers to comment on the products they have bought. The Online product review is one of major components of IWOM, and it has significant impact on consumption decision of online shopping[2-3]. The pricing of B2C directly affect perceived utility and comments made after purchase, thus determining the sales volume and profit of products. Therefore, considering the impact of online product reviews on pricing is of great importance for e-tailors to reasonably fix its price and increase profits.

The application of online product reviews in the pricing of electronic business is quite few. This paper combines the effect of online product reviews, product value, product cost and competition on the pricing of electronic business. The analysis results show that with the increase of product information, e-tailors are more motivated to fix a higher price. This paper is of reference significance to the pricing of e-tailors, and it has several disadvantages. (1)The effects of stock and adverse logistics on pricing of e-tailors are not included in our model. (2) The added value of shopping online and product value cannot be measured accurately. (3) The effect of customers who don’t surf the internet on pricing is not analyzed and needs to be improved.