報告時間：2024年12月26日（星期四） 10:00-11:00
報告地點：翡翠湖校區科技樓B座1002會議室
報 告 人：張汀 博士
工作單位：英國布里斯托大學
舉辦單位：經濟學院
報告簡介：
Many firms adopt behavioural-based pricing (BBP) to customize prices for past and new consumers whose valuations of products are affected by the variety-seeking behaviour, i.e., the tendency to seek diversity in brand or product choices. This behaviour is prevalent in practice but under-explored in the literature. To study BBP in markets with variety-seeking consumers, we build a two-period model comprising two competing firms. We find that when the firms adopt BBP, a larger consumer’s variety-seeking degree mitigates the firms’ first-period price competition, leading to higher profits for the firms. The firms’ BBP adoption increases their profits if the consumer’s variety-seeking degree is high, increases consumer welfare if the consumer’s variety-seeking degree is low, and may lead to an all-win outcome for the firms and consumers. If a firm unilaterally adopts BBP, its competitor will be better off when the consumer’s variety-seeking degree is high. If the firms can strategically choose to adopt BBP or not, the asymmetric equilibrium may occur, in which only one firm will adopt BBP. The firms may strategically adopt BBP without actually price-discriminating consumers because the firms’ price-discrimination potential can mitigate their first-period competition. If the consumer’s variety-seeking degree is high, the firms’ profits when BBP is exogenously feasible will be higher than those when BBP is exogenously infeasible, where the firms’ gains from the feasibility of BBP increase in the consumer’s variety-seeking degree. With behavioural-based personalized pricing, i.e., when the firms have the capability of charging personalized prices to past consumers, the firms’ profits increase in the consumer’s variety-seeking degree. With behavioural-based services, i.e., when the firms can customize prices for new and past consumers and also offer additional services to past consumers, as the consumer’s variety-seeking degree increases, the firms’ service levels decrease, and their profits first decrease and then increase. These findings uncover the different characteristics of BBP and help explain many real-world operations.
報告人簡介：
張汀博士是布里斯托大學商學院的運營分析高級講師（Senior Lecturer）。她于2017獲得擁有香港城市大學的市場營銷博士學位和中國科學技術大學的管理科學聯合培養博士學位，之后分別在上海大學（2017-2023）和布里斯托大學工作（2023至今）。研究興趣包括運營和營銷交叉領域，渠道管理等。研究成果發表在European Journal of Operational Research, Naval Research Logistics, Decision Sciences等。她的研究成果曾獲Decision Sciences (2022–2023) 和Naval Research Logistics (2021–2022) 的高被引論文。
