双源渠道环境下消费者基于信息的搭便车问题分析-analysis of free - riding problem of consumers based on information under shuang yuan channel environment.docx

Weconstructrespectivelythree-stagegamemodelswheninformationfree-ridingphenomenonexistsinthemarketandthereisnofree-riding,andbasedonthethree-stagegamemodels,weanalyzestheconsumers’purchasingbehaviorandpricingbehaviorofthetraditionalretailerandelectronicstore.Wereconstructedtheconsumers’purchasingdecisionmodel.Fromfouraspectsofproductstrategy,pricingstrategy,returnspolicybasedonmarketpartitionanddrop-shippingstrategy,thepreventivemeasuresoffreeridingarediscussedpreliminarily.Weconductequilibriumanalysisofthefree-ridingbehaviorandinformationsearchcostreductioninthedual-channelenvironment,andtherelationshipbetweenthetwoareanalyzedtheoretically.Theimpactofsearchcostreductiononthepricecompetitionbetweensellersandtheenthusiasmoffreeproductinformationserviceprovidedbysellersisanalyzedfrommicroscopicview,atthesametime,theindirectimpactofsearchcostreductiononsocialwelfare.Wefindthat“non-freeriders”cannotresolvethematchingproblemoftheproductandactualdemandthroughinformationservicewhentheprobabilityoffreeproductinformationserviceprovidedbytraditionalretailersdeclines.Inthiscase,thesurplusof“non-freerider”typeofconsumersdecreases,resultingintheoverallsocialwelfaredecline.Usingthemethodofqualitativedepthinterviewandliteratureretrieval,wepreliminarilydefinethefourfactorsinfluencingtheconsumerperceptionofreducedsearchcost:searchconvenience,seller’sefforts,personalproductknowledge,channeldiversification.Basedontheconstructionofresearchmodel,therelationshipbetweentheconsumerperceptionofreducedsearchcostanditsantecedent,consequencevariablesisstudied.Theempiricalresultsconfirmthatsearchconvenience,seller’sefforts,personalproductknowledge,channeldiversificationhavepositiveimpactontheconsumerperceptionofreducedsearchcost,atthesametime,searchconvenience,channeldiversificationandinformationsearchcostreductioncanfacilitateconsumers’free-ridingbehavior.Fromtheperspectiveofconsumptionenvironment,consumerbehaviorandtechnicallimitations,thedynamicfactorsoffreeridingareanalyzed.Wemainlydiscussth