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研究生:陳德容
研究生(外文):Chen, Te-Jung
論文名稱:電商平台代幣:跨期消費與競爭策略
論文名稱(外文):E-Commerce Platform Vouchers: Intertemporal Consumption and Competitive Strategies
指導教授:何靜嫺何靜嫺引用關係
口試委員:何靜嫺張愛華宋豪漳
口試日期:2022-07-15
學位類別:碩士
校院名稱:國立政治大學
系所名稱:經濟學系
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:71
中文關鍵詞:優惠券電商平台價格競爭忠誠度
外文關鍵詞:CouponE-commerce platformPrice competitionLoyalty
相關次數:
  • 被引用被引用:0
  • 點閱點閱:56
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
我們建構了三個優惠券競爭的經濟模型來分析優惠券的發行會如何改變電商平台跨期的價格和市場結構。以兩期Hotelling模型為基礎。第一個模型分析兩個電商平台皆有發行優惠券之下的對稱經濟體。第二個模型考慮到優惠券的使用量與顧客的忠誠度呈線性相關。第三個模型考慮到消費者第二期的偏好分布會偏向於發行優惠券之平台。我們的核心發現是優惠券的發行能夠舒緩電商平台之間在第二期的價格競爭壓力。此外,對於發行優惠券之平台而言,兩期的總利潤將會增加。
We construct three economic models of coupon competition to analyze how the issuance of coupons will change the intertemporal price and market structure of e-commerce platforms. Based on the two-period Hotelling model, our first model analyzes a symmetric economy under both platforms issue coupons. In the second model, we consider that the usage of coupons is linear in customer loyalty. In the third model, we consider that the distribution of customer preference in the second period will be biased toward the platform that issues coupons. Our core finding is that the issuance of coupons can relax the price competition between platforms in the second period. Moreover, for the platform issuing the coupons, the total profit of the two periods will increase.
1. Introduction 1
2. Related Literature 3
3. Coupon Competition and Intertemporal Effects 8
3.1 Characterization of equilibrium 9
3.1.1 To stay or to switch? 9
3.1.2 Period-two equilibrium prices 11
3.1.3 Purchase decisions for t=1 13
3.1.4 Market prices and sizes of coupons for t=1 15
3.2 Impacts of Coupons 16
4. Linear Usage of Coupons 18
4.1 Characterization of Equilibria 19
4.1.1 To stay or to switch? 19
4.1.2 Period-two equilibrium prices 21
4.1.3 Purchase decisions for t=1 24
4.1.4 Market prices for t=1 26
4.1.5 The optimal size of coupons for t=0 29
5. Biased Customer Preference 32
5.1 Characterization of Equilibria 32
5.1.1 To stay or to switch? 32
5.1.2 Period-two equilibrium prices 33
5.1.3 Purchase decisions for t=1 35
5.1.4 Market prices for t=1 38
5.1.5 The optimal size of coupons for t=0 42
6. Concluding Remarks 45
References 48
Appendix A 52
Appendix B 52
Appendix C 55
Appendix D 58
Appendix E 61
Appendix F 64
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