Pricing Strategies and Behaviors between Sellers and Buyers on Online Transactions

• Main Authors: Lin, Meng-Ta, 林孟達
• Other Authors: Chen, Mu-Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/14452691980962180061

碩士 === 國立交通大學 === 交通運輸研究所 === 97 === According to the characteristics of Price Discrimination and Name-Your-Own-Price (NYOP) in online transaction models, this thesis formulates these two online transaction models as two-player games and employs the concept of non-cooperative game to analyze the pricing strategies and behaviors between sellers and buyers. In the posted-price (i.e. price discrimination) transaction model, this thesis categorizes customers into two different types according to their level of willingness-to-pay, then finds out the best strategies for each type of customers. As to the seller, this thesis finds out the seller’s best pricing strategies that can maximize his payoff by operating the price discrimination and offering the enhanced service to customers. In the NYOP transaction model, this thesis simplifies the procedure of price negotiation with at most three stages by considering the real-world online transaction models. If both parties cannot make a deal within three stages, then the haggling goes to an end and they finally get no payoff. In the beginning, the seller sets a threshold price in the online transaction platform, and the buyer proposes a price that he wants to pay for the good. They make a deal once the buyer’s offering price exceeds the seller’s threshold price, while they continue to haggle with each other if not. With these settings, the haggling procedure proceeds at most three stages. In NYOP, this thesis also categorizes customers into different types according to their characteristics, and then the best strategies for each type of buyer and for seller are developed by using the concept of non-cooperative game concepts. The managerial implications for online transactions are respectively drawn from the results and analysis of these two game models. Finally, this thesis synthesizes the results and analysis to insight these two models. After that, this thesis gives some suggestions to the e-commerce operators and customers, and gives some directions to the follow-up researchers as well.