基於多重代理人機制之現金回饋平台定價策略分析;Using Multi-Agent Model for Simulating Pricing Strategies in Cashback Platforms

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题名:	基於多重代理人機制之現金回饋平台定價策略分析;Using Multi-Agent Model for Simulating Pricing Strategies in Cashback Platforms
作者:	劉又德;Yu-Te, Liu
贡献者:	資訊管理學系
关键词:	賽局理論;定價策略;多代理人
日期:	2023-06-30
上传时间:	2024-09-19 16:42:24 (UTC+8)
出版者:	國立中央大學
摘要:	隨著網路的普及，人們早已經習慣在網路上進行消費活動，線上購物帶來的便利性以及效率也使得越來越多的消費者開始選擇在網路上購物。自 2019 年COVID-19 爆發，線上購物儼然成為了人們躲避感染風險的主要途徑，這也間接導致傳統零售商被迫轉型為電子商務。在網路消費的過程中，消費者仍然需要關注商品的質量以及價格是否合理，這也為現金回饋平台和電商平台之間的合作帶來的更多的商機。而現金回饋平台和電商平台則需要在保持競爭的同時確保消費者的權益不受到損害。在這樣的背景下，現金回饋平台、電商平台、消費者，三者之間的利益平衡問題顯得尤為重要。本文將藉由賽局理論分析聯盟行銷中兩種常見的合作方式並透過 Netlogo 進行多代理人模擬現金回饋平台、電商平台和消費者三者之間的定價策略和購買決策，最後比較一般數學模型與代理人模擬兩種方法得出之結果不同之處。我們發現兩種常見的合作方式中，無論是現金回饋平台亦或是電商平台，導引模式都比傭金模式能夠賺取更高的利潤。消費者對於商品的購買意願由折扣因子而決定，折扣因子越低消費者對低價商品的購買意願越高。而消費者對於商品價值的判定不單純源自於商品定價，很大一部分來自於現金回饋率，現金回饋率越高，即使商品的定價高消費者仍願意購買。同時，折扣因子越低也代表著消費者對於低現金回饋率的容忍度越低。 ;With the proliferation of the Internet, people have long been accustomed to conducting their shopping activities online. The convenience and efficiency brought by online shopping have led to an increasing number of consumers choosing to shop on the Internet. Since the outbreak of COVID-19 in 2019, online shopping has become the primary avenue for people to avoid the risk of infection, indirectly forcing traditional retailers to transform into e-commerce businesses. During the process of online consumption, consumers still need to pay attention to the quality of goods and whether the prices are reasonable. This has created more business opportunities for cashback platforms and e-commerce through their collaboration. However, cashback platforms and e-commerce companies must maintain a competitive edge while ensuring that consumers′ rights are not compromised. In this context, the issue of balancing interests among cashback platforms, e-commerce, and consumers becomes particularly important This paper aims to analyze two common modes of collaboration using game theory and simulate pricing strategies and purchasing decisions among cashback platforms, e-commerce companies, and consumers through Netlogo agent-based modeling. Finally, a comparison will be made between the results obtained from the general mathematical model and the agent-based simulation to identify any differences We have found that in the two common modes of collaboration, both cashback platforms and merchant platforms are able to generate higher profits through the lead-based model. The purchasing intention of consumers towards a product is determined by the discount factor, with a lower discount factor indicating a higher willingness to purchase low-priced products. Moreover, consumers′ evaluation of a product′s value is not only based on its pricing but also heavily influenced by the cashback rate. A higher cashback rate can motivate consumers to make a purchase even if the product′s price is higher. At the same time, a lower discount factor indicates a lower tolerance for low cashback rates among consumers.
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