Research On The Effect Of Sharing Economy Platformprice Subsidy And Its Impact On Upstream Suppliers

The price subsidy is the main means for the platform to attract users to form a network effect,especially in the initial stage of the platform.The platform needs to spend a lot of money through price subsidies to attract users and businesses.Therefore,using price subsidies in a rational and correct way is essential to the sharing economy platform.However,the practice results of many sharing economy platforms show that due to the strong autonomy and arbitrariness of the services provided by the upstream of the sharing economy,the strategy of platform subsidies and the use of subsidies by users will have a significant impact on upstream operations.In turn,this influence will affect the development of sharing economy platforms.However,existing studies have not fully understood this part of the relationship.To this end,this article explores the following three issues from the perspective of the platform and the upstream supplier through the user's behavior data on the real sharing economy platform:(1)The impact of platform price subsidies on attracting traffic,and the impact of excessive traffic on the continued development of the platform;(2)The impact of platform price subsidies on upstream,especially on the tail stores;(3)Whether the cost of platform subsidies can be transferred to users through some product price strategies(such as price increases).To address the first question,(1)we use the platform user click log data to analyze the impact of platform price subsidies on user information search by the double differential model;(2)and using the user's order status chain data,according to the fundamental meaning of service quality propose a platform service quality portrayal method based on platform refund status.The difference between the amount of refunds and the rate of refunds in the subsidy period and non-subsidy period is compared by T test,reflecting the impact of price subsidies on the service quality of the shared economy platform.The study found that the price subsidy has a significant positive impact on the user stay duration,user clicks times,and the number of stores browsed by users on the sharing economy platform,but it also caused the sharp increase of users actively apply for refund and businesses actively reject order in the number and rate,further exposed the problem of the limited supply of upstream stores.It shows that the platform price subsidy has a positive effect on the platform to attract traffic,but when the supply capacity of upstream stores cannot meet the demand for increased traffic,it will cause the service quality of the platform to decline and negatively affect the development of the platform.For the second problem,we use user's order data to analyze the impact of price subsidies and state dependence on user selection of stores by the discrete selection model based on random utility.It is divided into four models to analyze store state dependence,price subsidy labels,the interaction items of dependence and price subsidy labels,the interaction of category status dependence and price subsidy labels how to influence users' selection.The experiment results show that the platform price subsidy has a significant positive effect on user selection,and this effect is much greater than the effect of store state dependence,indicating that the platform's price subsidy for the tail shop can effectively change the user's original selection model and benefit the tail shop.development.However,the interaction between store status dependence and price subsidies has no significant positive effect on user selection,indicating that price subsidies have a weakening effect on store status dependence.If price subsidies are only applied to the tail stores,it will damage the benefits of the stores that the existence user behavior loyalty,especially those stores which with relatively weak loyalty.The interaction of price subsidies and category dependence has a significant positive impact on the user's choice,indicating that stores in the same category can achieve a greater probability of user transfer,and stores in the same category are symbiotic.Therefore,it is recommended that when the platform subscribes to the store with price subsidies,in addition to the tail store,add some stores with better quality in the same category as the tail shop but they have weaker user loyalty,which can help the tail shop increase sale while also protect stores that may be negatively affected by price subsidies as much as possible.For the third problem,we use the historical consumption data of users to analyze the impact of user repeat use price subsidies on user reference prices,and the maximum price,the minimum price,and the nearest price on user's consumption by the multiple linear regression model.To analyze the adjustable range of store pricing.The experiment results show that the times of user repeat use price subsidies has a significant positive effect on the user's reference price,the maximum price of user's consumption,and a significant negative effect on the minimum price and nearest price of user's consumption,indicating that as the times of user use platform price subsidies increases,the user's reference price increases slightly,the user's consumer price range becomes larger,and the nearest consumption decreases.Therefore,the store can appropriately increase pricing to transfer part of the cost to the user's by observe the situation of user uses the platform price subsidy.In summary,this article studies the impact of price subsidies on the sharing economy platform's traffic,platform service quality,user selection of stores,and store pricing through the user's behavior data of the real sharing economy platform.It shows that the limited upstream supply of the sharing economy platform is binding on the use of platform price subsidies to drain,excessive drainage may cause the service quality of the platform to decline;the platform cannot only provide price subsidies to the tail stores,using a combination of tail stores and stores which in the same category with better quality but weaker user behavior loyalty.It is more conducive to stabilizing the upstream of the platform and maximizing the overall benefit;the store can appropriately increase pricing to transfer part of the cost to the user's by observe the situation of user uses the platform price subsidy.