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学术前沿讲座--Platform or Wholesale? A Strategic Tool for Online Retailers to Benefit from Product Reviews

发布时间:2015-06-11访问量:1314

Platform or Wholesale? A Strategic Tool for Online Retailers to Benefit from Product Reviews

报告人:陈建清博士、教授,Jindal School of Management, University of Texas at Dallas

间:2015-6-12 周五下午3:00

点:九龙湖经管楼B-201会议室

主持人:张玉林( 管理科学与工程系);冯勤超(管理科学与工程系)

 

摘要/Abstract:

Online retailing is dominated by a channel structure in which a retailer either buys products from competing manufacturers and resells to consumers (wholesale scheme) or lets manufacturers directly sell to consumers on its platform for a commission (platform scheme). Easy access to product reviews which facilitate consumers' purchase decisions is another distinctive and ubiquitous characteristic of online retailing. We show that retailers can use the upstream pricing scheme, wholesale or platform, as a strategic tool to benefit from reviews. The information provided by reviews on the quality dimension homogenizes consumers' perceived utility differences between the two products and increases the upstream competition, which benefits the retailer under the wholesale scheme but hurts the retailer under the platform scheme.

The information provided by reviews on the fit dimension heterogenizes consumers' estimated fits to the products and softens the upstream competition, which hurts the retailer under the wholesale scheme and benefits the retailer under the platform scheme. Consequently, a retailer can benefit from reviews by switching to wholesale scheme when the quality dimension plays a dominant role, and to platform scheme when the fit dimension plays a dominant role. Together, we demonstrate that the quality information and fit information play very different roles in changing the upstream competition, and whether the retailer can benefit from the reviews critically depends on its pricing scheme choice.

  

 

 

作者简介/Short Bio:

Jianqing Chen (陈建清) is an associate professor in information systems at the Jindal School of Management at the University of Texas at Dallas and was previously an assistant professor at the Haskayne School of Business at the University of Calgary. He received his Ph.D. from McCombs School of Business at the University of Texas at Austin and his Bachelor and Master from Tsinghua University. His general research interests are in electronic commerce, economics of information systems, and supply chain management. His current research focuses are: (1) online advertising and pricing; (2) auctions and mechanism design; (3) online communities and user-generated content; and (4) supply chain risk management.

His papers have been published in top academic journals across different fields, including Information Systems Research, MIS Quarterly, Journal of Marketing Research, Journal of Marketing, Production and Operations Management, Journal of Management Information Systems, Economics Letters, Decision Analysis, and Decision Support Systems. He won Dean's Award for Outstanding New Scholar in 2009 and won the competition for funding from the Canadian federal funding agency Social Sciences and Humanities Research Council in 2010. In Tsinghua, he received the highest student honor---Tsinghua Top-Grade Scholarship (清华大学校长特等奖学金). He received the Best Paper awards for the Fifteenth Conference on Information Systems and Technology (CIST) in 2010 and for the China Summer Workshop on Information Management (CSWIM) in 2007 and 2012. He is currently an Associate Editor of Decision Support Systems of Journal of Electronic Commerce Research. He is also an editorial board member of Journal of Database Management.

 

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