Research On Pricing Decisions Of E-commerce Supply Chain With Reference Price Effect And Consumer Behavior

As today’s Internet economic development,online shopping has become a major choice for consumers,and e-commerce supply chain management has gradually become the mainstream.With the development of e-commerce supply chain,retailers are attracted to promote and sell their products on the e-commerce platform.From customers’ point of view,the emergence of various online shopping festivals and online platforms,consumers often consider the price differences and preferences that exist between different purchase periods and different purchase platforms,and make comprehensive purchase decisions.Therefore,consumers,online retailers,and e-commerce platforms will influence each other.How price effects and consumer behavior affect pricing decisions in the ecommerce supply chain is the main focus of this essay.This paper considers an e-commerce supply chain with different sales models.According to consumer characteristics,incorporate reference price effects and consumer behavior(consumer strategic purchasing behavior and consumer platform preference)into the e-commerce supply chain.Further studies the optimal pricing decisions of online retailers and e-commerce platforms.In addition,discusses the influence of consumer reference price effect strength,strategic strength and platform preference degree on the optimal decision.Furthermore,by comparing different sales models,the article also explores the optimal power structure and the platform selection of online retailers.Studies have shown that: First,under three different power structures,both online retailers and E-commerce platforms prefer e-commerce platform dominated(ES).Second,under the single-platform e-commerce supply chain,the profit of e-commerce platform increases with the strength of the reference price effect and strategic behavior,and the profit of online retailer increases with the strength of the reference price effect,while decreases with the strategic strength.Third,under the dual-platform e-commerce platform,when online retailers only choose one to sell,they should choose to sell on a strong platform;when online retailers sell products on two platforms,the retailer’s total profit increases with the strength of the reference price effect when the strength is higher,and when the strength of is weaker,the opposite is true.The profits increase with consumers’ platform preferences increase;Fourth,by comparison,when consumer platform preference is higher,online retailers make less profits on both platforms than on a single platform,and as platform preference decreases,online retailers will be more profitable on both platforms than on a single platform.