The optimal pricing model of online knowledge payment goods in C2C sharing economy

Qu, Yi; Lin, Zhengkui; Zhang, Xiaonan

doi:10.1108/k-11-2020-0756

Cited by 8 publications

(6 citation statements)

References 30 publications

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“…Vastani and Monroe's (2019) findings show that absolute price thresholds influence consumers' purchase decisions, with customers willing to set a range of prices for a well-thought-out purchase payment. The categorization of knowledge payment products plays a pivotal role in the development of pricing strategies (Qu et al, 2022). Some studies classify these products into utility (Rocklage & Fazio, 2020) and entertainment (O'Donnell & Evers, 2019), based on their intended use.…”

Section: Pricing Model and Strategy Of Paid Knowledge Productsmentioning

confidence: 99%

Dynamic pricing strategies for multi‐type knowledge payment products: A system dynamics approach

Guo,

Bian,

et al. 2023

Manage Decis Econ

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With the emergence of knowledge economy, knowledge payment has become an essential means of knowledge circulation. This study employs a system dynamics approach and integrates signal theory and customer value perception to investigate the dynamic pricing strategies for various knowledge payment products from the perspective of knowledge producers. First, this study analyzes the categories of knowledge payment products and proposes a theoretical research framework for designing dynamic pricing strategies for different products categories. Second, this study identifies the key factors that impact the profitability of knowledge payment platforms and construct a system dynamics model of product pricing strategies for knowledge payment platforms; next, three typical knowledge payment products on Zhihu Live are chosen as research objects, and system dynamics equations are constructed to simulate the profitability changes of different types of products in different periods. Finally, the results of simulation and sensitivity analysis are combined to select dynamic pricing strategies for different products types. This study offers an innovative exploration of multi‐stage pricing strategies for different types of knowledge payment products, which fills the gap in existing research and provides more scientific suggestions for knowledge producers and consumers in terms of knowledge transactions.

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Section: Pricing Model and Strategy Of Paid Knowledge Productsmentioning

confidence: 99%

Dynamic pricing strategies for multi‐type knowledge payment products: A system dynamics approach

Guo,

Bian,

et al. 2023

Manage Decis Econ

View full text Add to dashboard Cite

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“…In e-commerce transactions, when consumers cannot touch the product and have difficulty understanding relevant product information, the perceived benefit evaluation mechanism can help consumers identify and select sellers (Castillo-Sotomayor et al, 2023). Consumers will choose sellers with good reputations, believe that the seller has goodwill and integrity, can complete the transaction, form a purchasing intention, and finally take purchasing action (Qu et al, 2022).…”

Section: The Application Of Trust Perceived Benefits and Purchase Int...mentioning

confidence: 99%

Trust, Perceived Benefits, and Purchase Intention in C2C E-Commerce

Pan

Xiong

et al. 2023

Journal of Organizational and End User Computing

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Consumers in China highly favor the consumer-to-consumer (C2C) e-commerce model, so it is crucial to understand the relationship between consumers' trust in merchants, perceived benefits, and purchase intentions. This article first elaborates on applying trust, perceived benefits, and purchase intention in China's C2C e-commerce model. Then, corresponding hypotheses are proposed, and the questionnaire is designed. Finally, reliability, validity, correlation, and regression analysis are applied to analyze the sample structure and the relationships between various variables. The experimental results show that the reliability and validity detection values are higher than 0.8 and 0.75, respectively, indicating that the reliability and validity of the questionnaire designed are qualified. In the correlation analysis, the hypothesis proposed is validated through correlation coefficients, and the rationality of the hypothesis is further verified through regression analysis.

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“…The results show that member-based pricing strategy benefits the most when consumers' order frequency is affected by transaction fees. Qu et al (2022) study the impact of network externality on the pricing strategy of online knowledge payment platforms in the sharing economy. They find that under certain conditions, producers will gain more profits by adopting the price discrimination strategy.…”

Section: Literature Reviewmentioning

confidence: 99%

The entry quality threshold setting and commission rate contract selection of a peer-to-peer service sharing platform

Chi

Fan

Wang

2022

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PurposeIn recent years, some peer-to-peer (P2P) service sharing platforms have improved their service quality by setting an entry quality threshold for service providers. Considering consumers' heterogeneous preferences for service quality and commission rate, it is worth studying how to select the commission rate contract for a P2P platform under a predetermined entry quality threshold for service providers.Design/methodology/approachIn this study, the platform's profit-maximizing model is constructed under two proposed contracts: unilateral commission rate contract and bilateral commission rate contract. The optimal entry quality threshold and the optimal commission rate are obtained. This study also explores the impacts of cross-side network externality and service price on a platform's optimal decisions and social welfare.FindingsResults show that it is always advantageous for the platform to adopt the bilateral commission rate contract, which is closely related to the strength of cross-side network externality, service price and quality sensitivity coefficient. Under certain conditions, adopting the unilateral commission rate contract can reduce platform profit and service provider surplus, and improve consumer surplus and social welfare.Originality/valueThis study analyzes the unilateral commission rate contract and the bilateral commission rate contract of the platform, and discusses which contract is beneficial to the platform, consumers and service providers. In addition, this study provides a basis for the operation decision of a P2P service sharing platform and the pricing decision of service providers.

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The optimal pricing model of online knowledge payment goods in C2C sharing economy

Cited by 8 publications

References 30 publications

Dynamic pricing strategies for multi‐type knowledge payment products: A system dynamics approach

Dynamic pricing strategies for multi‐type knowledge payment products: A system dynamics approach

Trust, Perceived Benefits, and Purchase Intention in C2C E-Commerce

The entry quality threshold setting and commission rate contract selection of a peer-to-peer service sharing platform

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