A Study on Group Buying with Consideration of Heterogeneous Customers in Dual Channels
| Autor: | Chang-LinLee, 李長霖 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Online sales become a large share of commerce and change consumption patterns. Group buying is a popular online-sales strategy and offers products at reduced prices on the condition that a minimum quantity of products is placed. This study develops a game model, in which a single retailer who offers a single product to heterogeneous consumers in the four sales scenarios. The product is offered: (1) at the retailer’s brick and mortar stores, (2) exclusively on a third party group buying website, (3) in a dual sales channel, and (4) dual sales channel with GB website using early-bird promotion, with the aim of maximizing the profits for the retailer and third party. Consumers are classified into two segments: strategic and group buying consumers with different perceived utilities for the product. Suppose that the strategic consumer possesses a certain degree of the product information and is also willing to turn to purchase the product on a group buying website rather than at a brick and mortar store, which would enhance the network externality and attract more consumers without a sufficient understanding of the product to participate in group buying. The analysis result indicates that the profit for the dual channel strategy is better than that for the single channel strategy when the market size of GB website is relatively high. The early-bird promotion is beneficial for both parties, and the website’s network externality is the most critical factor for sellers who want to participate in group buying sales. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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