ISSN 0253-2778

CN 34-1054/N

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Open AccessOpen Access JUSTC Original Paper

The influence of customer on-line reviews on pricing strategy of meal ordering platform

  • School of Management, University of Science and Technology of China, Hefei 230026, China

Cite this:
https://doi.org/10.3969/j.issn.0253-2778.2016.11.012
  • Received Date: 01 March 2016
  • Accepted Date: 25 May 2016
  • Rev Recd Date: 25 May 2016
  • Publish Date: 30 November 2016
    Abstract

  • Abstract

    Taking the meal ordering platform with customer on-line review function as the object of the research, based on the fundamental of existing literatures, it was studied that how the meal ordering platform make pricing strategy to maximize profit when both positive intra-group network externality and inter-group network externality exist. The result shows that when the network externality of seller is greater than the network externality of buyer, the increase of intra-group network externality brought by on-line review will make the platform reduce subsidies for buyer. Otherwise the increase of intra-group network externality brought by on-line review will make the platform charge higher price for seller.

    Abstract

    Taking the meal ordering platform with customer on-line review function as the object of the research, based on the fundamental of existing literatures, it was studied that how the meal ordering platform make pricing strategy to maximize profit when both positive intra-group network externality and inter-group network externality exist. The result shows that when the network externality of seller is greater than the network externality of buyer, the increase of intra-group network externality brought by on-line review will make the platform reduce subsidies for buyer. Otherwise the increase of intra-group network externality brought by on-line review will make the platform charge higher price for seller.
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    • References(16)
  • [1]
    订餐宝.国外外卖订餐网站风起云涌[DB/OL]. [2012-04-09]. http://blog.sina.com.cn/s/blog_9df3746 d01010t97.html.
    [2]
    刘启，李明志.非对称条件下双边市场的定价模式[J]. 清华大学学报(自然科学版),2009,49(6): 917-919.
    LIU Qi, LI Mingzhi. Pricing models in two-sided markets with asymmetric conditions[J]. Journal of Tsinghua University (Science and Technology), 2009,49(6): 917-919.
    [3]
    ROCHET J C, TIROLE J. Platform competition in two-sided markets[J]. Journal of the European Economic Association, 2003, 1(4): 990-1 029.
    [4]
    KRUEGER M. The elasticity pricing rule for two-sided markets: A note[J]. Review of Network Economics, 2009, 8(3): 271-278.
    [5]
    BELLEFLAMME P, TOULEMONDE E. Negative intra-group externalities in two-sided markets[J]. International Economic Review, 2009, 50(1): 245-272.
    [6]
    BYUNGJOON Y, CHOUDHARY V, MUKHOPADHAAY T. A mode of neutral B2B intermediaries[J]. Journal of Management Information Systems, 2003, 19(3): 43- 68.
    [7]
    曹俊浩,陈宏民,石彼得. 基于双边市场理论的B2B垄断平台自网络外部性分类及其强度研究[J]. 上海交通大学学报,2010,44(12): 1 661-1 664.
    CAO Junhao, CHEN Hongmin, SHI Bide. On classification and strength of self-network externality in B2B monopoly platform based on two-sided market[J]. Journal of Shanghai Jiaotong University, 2010,44(12): 1 661-1 664.
    [8]
    程贵孙. 组内网络外部性对双边市场定价的影响分析[J]. 管理科学,2010,23(1):107-113.
    CHENG Guisun. A study on the intra-group network externality influencing the price strategies of two-sided markets[J]. Journal of Management Science, 2010, 23(1):107-113.
    [9]
    陈富良,郭兰平. 负的组内网络外部性下双边平台定价策略研究[J]. 江西财经大学学报, 2014,91(1):25-34.
    CHEN Fuliang, GUO Lanping. A study of the pricing strategy of bilateral platform under the externality of negative intra-group network[J]. Journal of Jiangxi University of Finance & Economics,2014, 91(1): 25-34.
    [10]
    DELLAROCAS C, ZHANG X M, AWAD N F. Exploring the value of online product reviews in forecasting sales: The case of motion pictures[J]. Journal of Interactive marketing, 2007, 21(4): 23-45.
    [11]
    卢向华,冯越. 网络口碑的价值——基于在线餐馆点评的实证研究[J]. 管理界,2009(7):126-132,171.
    [12]
    PARK D H, LEE J, HAN I. The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement[J]. International Journal of Electronic Commerce, 2007, 11(4): 125-148.
    [13]
    肖刘莉. C2C环境下网络口碑信息数量和时效性对消费者网购意愿的影响[D].成都：西南财经大学,2011.
    [14]
    CAMPBELL J D, FAIREY P J. Informational and normative routes to conformity: The effect of faction size as a function of norm extremity and attention to the stimulus[J]. Journal of Personality and Social Psychology, 1989, 57(3): 457-468.
    [15]
    PETTY R E, CACIOPPO J T. The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion[J]. Journal of Personality and Social Psychology, 1984, 46(1): 69-81.
    [16]
    MALHOTRA N K. Reflections on the information overload paradigm in consumer decision making[J]. Journal of Consumer Research, 1984，10(4): 436-440.
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    [1]
    订餐宝.国外外卖订餐网站风起云涌[DB/OL]. [2012-04-09]. http://blog.sina.com.cn/s/blog_9df3746 d01010t97.html.
    [2]
    刘启，李明志.非对称条件下双边市场的定价模式[J]. 清华大学学报(自然科学版),2009,49(6): 917-919.
    LIU Qi, LI Mingzhi. Pricing models in two-sided markets with asymmetric conditions[J]. Journal of Tsinghua University (Science and Technology), 2009,49(6): 917-919.
    [3]
    ROCHET J C, TIROLE J. Platform competition in two-sided markets[J]. Journal of the European Economic Association, 2003, 1(4): 990-1 029.
    [4]
    KRUEGER M. The elasticity pricing rule for two-sided markets: A note[J]. Review of Network Economics, 2009, 8(3): 271-278.
    [5]
    BELLEFLAMME P, TOULEMONDE E. Negative intra-group externalities in two-sided markets[J]. International Economic Review, 2009, 50(1): 245-272.
    [6]
    BYUNGJOON Y, CHOUDHARY V, MUKHOPADHAAY T. A mode of neutral B2B intermediaries[J]. Journal of Management Information Systems, 2003, 19(3): 43- 68.
    [7]
    曹俊浩,陈宏民,石彼得. 基于双边市场理论的B2B垄断平台自网络外部性分类及其强度研究[J]. 上海交通大学学报,2010,44(12): 1 661-1 664.
    CAO Junhao, CHEN Hongmin, SHI Bide. On classification and strength of self-network externality in B2B monopoly platform based on two-sided market[J]. Journal of Shanghai Jiaotong University, 2010,44(12): 1 661-1 664.
    [8]
    程贵孙. 组内网络外部性对双边市场定价的影响分析[J]. 管理科学,2010,23(1):107-113.
    CHENG Guisun. A study on the intra-group network externality influencing the price strategies of two-sided markets[J]. Journal of Management Science, 2010, 23(1):107-113.
    [9]
    陈富良,郭兰平. 负的组内网络外部性下双边平台定价策略研究[J]. 江西财经大学学报, 2014,91(1):25-34.
    CHEN Fuliang, GUO Lanping. A study of the pricing strategy of bilateral platform under the externality of negative intra-group network[J]. Journal of Jiangxi University of Finance & Economics,2014, 91(1): 25-34.
    [10]
    DELLAROCAS C, ZHANG X M, AWAD N F. Exploring the value of online product reviews in forecasting sales: The case of motion pictures[J]. Journal of Interactive marketing, 2007, 21(4): 23-45.
    [11]
    卢向华,冯越. 网络口碑的价值——基于在线餐馆点评的实证研究[J]. 管理界,2009(7):126-132,171.
    [12]
    PARK D H, LEE J, HAN I. The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement[J]. International Journal of Electronic Commerce, 2007, 11(4): 125-148.
    [13]
    肖刘莉. C2C环境下网络口碑信息数量和时效性对消费者网购意愿的影响[D].成都：西南财经大学,2011.
    [14]
    CAMPBELL J D, FAIREY P J. Informational and normative routes to conformity: The effect of faction size as a function of norm extremity and attention to the stimulus[J]. Journal of Personality and Social Psychology, 1989, 57(3): 457-468.
    [15]
    PETTY R E, CACIOPPO J T. The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion[J]. Journal of Personality and Social Psychology, 1984, 46(1): 69-81.
    [16]
    MALHOTRA N K. Reflections on the information overload paradigm in consumer decision making[J]. Journal of Consumer Research, 1984，10(4): 436-440.
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