题     目： The Effects of Online Product Reviews on Manufacturer’s Pricing Policy

主讲人：钱  宇  副教授

时    间：2012年9月19日（周三）晚上7：30

地    点：清水河校区（A110）

讲座简介：

With the rapid development of e-commerce, online product reviews play an important role in B2C environment. Online product reviews can affect the potential consumers’ purchasing decision (demand for a product), which may in turn affect manufacturers’ pricing strategies. However, it is still not clearly known how the information contained in online reviews affects a manufacturer’s pricing policy. To fill this gap, this paper considers a two-stage pricing problem in which a monopoly manufacturer makes prices for a product. We calculate the optimal pricing equilibrium of the monopoly manufacturer in two stages, and the result shows that manufacturer should adjust his pricing policy according to the actual evaluation of the product quality from the online consumers’ reviews.

关键词：Online reviews; Pricing policy; Bayesian updating

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Manuscript can be download：Lecture-Fall2012-OnlineReview (58)

经济与管理学院

管理科学与电子商务系

2012年9月 17 日