訂價策略之於賣家利潤影響效果探討:實驗室設計&田野調查

Abstract

網路購物的市場前景看好，但是相較於２００１年，台灣雅虎奇摩網站開始提供線上購物平台服務的情況，現在線上賣家的數量和商品數量不同往日而語，買家只要輸入關鍵字，便可以搜尋相關產品資訊，而賣家要如何在競爭激烈的線上購物戰況中求勝，也變成一個耐人尋味的問題。 本研究主要使用實驗室法和田野調查，探討賣家的訂價策略(競標和直購價)，造成賣家營收的多寡，並且分析消費者觀點，提出管理建議。研究提出的假設一：直購價比起競標，給賣家帶來較多的營收，在實驗室法的實驗結果得到支持，田野調查的結果則是部分支持；本研究的假設二：直購價的成交數量會多於競標，在實驗室法的實驗結果得到支持，田野調查的結果也是部分支持；假設三：公開的保留價格資訊相較於隱藏的保留價格資訊，給賣家帶來較多的營收，在實驗室法的驗證過後，也是部分支持。

Online business is a potential market, comparing with online auction function first provided by Yahoo! in the 2001, nowadays online seller and product amount are growing to a magnificent quantity. In addition, buyers can use strong search engine to search the product information they require. Online seller’s business strategy turns into an interesting topic in this chaotic background. The main object of this study was to explore seller’s pricing strategy (fixed-price& bidding) which leads to different profit with laboratory experiment and field study, and analyze consumer’s aspect and propose managerial suggestion. Hypothesis 1 proposed in this research:” When seller chooses fixed-price strategy, his profit would be more than bidding way” was supported by laboratory experiment, but partially supported by field study. Hypothesis 2:” When seller chooses fixed-price strategy, the transaction amount would be more than bidding way” was supported by laboratory experiment, but partially supported by field study. Hypothesis 3:” When seller chooses bidding strategy, the more price information (opened reserved price) would lead more earnings for seller than less price information (hidden reserved price)” was partially supported by laboratory experiment.