Probabilistic Sales Pricing And Information Disclosure Strategy Considering Consumer Information Update

With the continuous development of the e-commerce industry,the sales strategy of probability sales has begun to be widely used in retail,tourism and other industries.It enables retailers to achieve market segmentation and expansion by charging higher prices to consumers with stronger preferences and lower prices to consumers with weaker preferences.In recent years,scholars have conducted a lot of research on probabilistic sales,but most of them focus on similar or heterogeneous products,from the dimensions of sales channels and inventory management.The analysis of sales,etc.is relatively rare,and consumer behavior is of great significance to the business practice of probabilistic sales.Hence,this paper concentrates on the impact of consumer information update and product resale on retailers’ probabilistic sales strategy.The main research contents and conclusions of the paper are as follows:(1)Based on the probabilistic information of the retailer’s disclosure of product selection and the behavior of consumers resell dissatisfied products in the probabilistic sales model,the retailer pricing under the exogenous resale price at the time of information disclosure and the retailer’s price under the endogenous resale price at the time of information disclosure are constructed respectively.The model analyzes the product demand and corporate profit in this situation.The research shows that the increase of consumer satisfaction rate and the increase of resale price have a certain promotion effect on the total product demand and the demand for probability products.(2)Based on the fact that retailers do not disclose probabilistic product information in the probabilistic sales model,consumers must collect information through online product reviews to update their estimates of the extraction probability,resulting in information update behavior and resale behavior caused by unsatisfactory products selected.The retailer’s pricing model under the exogenous resale price when the information is not disclosed and the retailer’s price under the endogenous resale price when the information is not disclosed is respectively constructed,and the retailer’s strategy choice is studied.The results show that there is a negative correlation between total product demand and information accuracy,and a positive correlation between deterministic product demand and information accuracy.(3)Explore the impact of different information disclosure policies and resale market activity on retailers’ pricing,profits,etc.Research shows that non-disclosure of information will reduce the probability product price.In addition,when the information obtained by consumers is less accurate or the resale price is high,retailers tend not to disclose information on the extraction probability of products;on the contrary,disclosure is more beneficial..The research in this paper can provide information disclosure selection strategies for probabilistic sellers considering the possible information update and resale behaviors that consumers may generate before and after obtaining probabilistic products,which has strong practical significance.