| In recent years,the rapid development of the network video industry has gradually formed a new industrial form--network video advertising.With the continuous upgrading and innovation of Internet technology,network video advertising has also begun to change from the initial simple mode to the direction of diversification and individalization.Because of its unique communication advantages,many enterprises have been attracted to join this emerging field.However,the video platforms and advertisers in the video advertising market are faced with the pressure of industry competition.Therefore,how to improve their competitiveness in the rapid development of the network video market so as to gain more market share has become an important topic that video platforms and advertisers must face.Some domestic and foreign scholars have studied the pricing of video platforms and the decision-making interaction between platforms and advertisers.Consumer advertising aversion is one of the main factors to be considered in the video advertising market.However,there is a lack of researches on the role of consumer advertising aversion in this process.In addition,most of the existing researches on consumer advertising aversion adopt qualitative research methods based on data collection,questionnaire survey and other empirical methods,while there is still a gap in the researches on the portrayal of relevant consumer behaviors with quantitative methods of mathematical modeling.Relatively little consideration has been given to the relationship between consumer aversion and pricing decisions.In the literature on two-part pricing contracts,there is no research on the inclusion of two-part pricing contracts in the video advertising industry.Based on the research background of online video advertising industry,this paper first constructed a pricing game model between video platforms and advertisers based on consumers’ aversion to watching advertisements,solved the platform’s video pricing and advertisers’ advertising pricing strategies,and analyzed the influence of factors such as consumers’aversion to advertising,advertising duration and platform service level on the strategies of both parties in the game.Then,on the basis of this model,the platform and the advertiser are considered to develop two pricing contracts,and the two parties are allowed to negotiate the fixed costs in the contract.Finally,the impact of the two pricing contracts on platform profits,advertiser profits and total profits is discussed.The results show that without the two-part pricing contract,the platform will increase the video fee and the advertiser will increase the advertising cost with the increase of the user’s advertising aversion or advertising time.When there is a big difference between what paid and free users get on the platform,advertisers charge lower prices,and when the difference diminishes,platforms lower their video rates.After signing the two-part pricing contract,the twopart pricing contract increases the profits of the platform and advertisers to a certain extent,and realizes the growth of the total profit.The main innovation of this paper is to consider the impact of consumers’ advertising aversion on pricing decisions and profits,and to add two pricing contract mechanisms into the online video advertising market to fill the current research gap in this industry,and further enrich the analysis and discussion of the online video advertising market.The research results can provide theoretical reference and management enlightenment for online video platforms and advertisers to make pricing decisions and video advertising operation strategies. |
