关键词: 网络零售, 时隙, 参考效应, 定价

Abstract:

Due to the rapid development of e-commerce, customers can understand the historical information of goods according to internal and external factors while purchasing goods, and according to historical information and current product information to make a comparision. These behaviors will have certain influence on demand and forming a reference effect. Based on the influence of reference effects, this paper discusses the impact of the reference retailer’s distribution time slot pricing and revenue under the reference effect with reference price, adds the reference price factor to the utility function, establishes the logit selection model, and proposes the revenue model with reference effect. The results show that the difference in reference effect intensity has different effects on time slot selection, and the increase of reference price will increase the revenue of online retailers. Under the influence of reference effect, the distribution time slot revenue of network retailers increases first and then decreases with the increase of time slot pricing. The research results have reference significance for retailer delivery time slot pricing.

Key words: network retail, time slot, reference effect, pricing