Impacts of platform coupons and power structure on an e-commerce supply chain

被引：1
|
作者：
Wan, Nana [1 ]
机构：
[1] Southwest Univ Sci & Technol, Sch Econ & Management, Mianyang 621010, Peoples R China
来源：
MANAGERIAL AND DECISION ECONOMICS | 2024年 / 45卷 / 01期
基金：
国家教育部科学基金资助; 中国国家自然科学基金;
关键词：
STRATEGIC ANALYSIS; AGENCY MODEL; PERFORMANCE; COMPETITION; BEHAVIOR; BRAND;
D O I：
10.1002/mde.4001
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper considers an e-commerce supply chain consisting of a manufacturer and an online platform and investigates the manufacturer's pricing decisions without and with platform coupons and the online platform's coupon decision under different power structures. In the manufacturer (platform) Stackelberg power structure, issuing platform coupons cannot (can) always stimulate the demand and benefit the manufacturer, the online platform, and the entire system. In the vertical Nash power structure, issuing platform coupons can always stimulate demand and benefit the manufacturer and the entire system but cannot always benefit the online platform.
引用
收藏
页码：283 / 299
页数：17
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