Research On Retailer Pricing Based On Online Reviews And Strategic Consumers

In recent years,e-commerce has developed rapidly with the advancement of science and technology,and the online retail market has rapidly opened up.The traditional offline sales have gradually become online or online and offline combined sales.Because of the virtual and opaque nature of online shopping,consumers have certain risks when shopping,and they are more cautious when shopping.Online reviews can reduce consumers' perceptions of risk,affect the strategic behavior of consumers in the process of purchasing products,and will become an important way for retailers to promote their products.The strategic behavior of consumers brings a certain degree of challenge to retailers' pricing problems.Therefore,it is of great significance to study retailer pricing based on online reviews and strategic consumers.This paper uses mathematical modeling to study retailer pricing issues by quantifying consumer decision-making process and retailer decision-making process.First,the first model of this article,considering the online consumer commentary that influences the retailer pricing model.The sales cycle is divided into two parts based on the online review of the product being sold.Through mathematical modeling,the impact of online reviews on consumer purchasing decisions and retailer pricing was analyzed.Finding online reviews has had a positive effect on retailer pricing and revenue.Secondly,based on the first model,the second model introduces consumer risk preference factors.For short-sighted consumers and strategic consumers,through mathematical modeling,the impact of online reviews and consumer risk preferences on retailer pricing and returns.It is found that when consumers include both short-sighted and strategic types,consumer risk appetite has a negative impact on retailer's revenue,and it makes some suggestions for retailers based on the actual situation.