https://scholars.lib.ntu.edu.tw/handle/123456789/612184
標題: | Optimal pricing in on-demand-service-platform-operations with hired agents and risk-sensitive customers in the blockchain era | 作者: | TSAN MING CHOI Guo S. Liu N. Shi X. |
關鍵字: | Behavioral OR; Blockchain; Mean-risk analysis; Platform operations; Pricing | 公開日期: | 2020 | 出版社: | Elsevier B.V. | 卷: | 284 | 期: | 3 | 起(迄)頁: | 1031-1042 | 來源出版物: | European Journal of Operational Research | 摘要: | On-demand service platforms are popular nowadays. Many platforms hire agents to serve customers who are risk sensitive towards the waiting-time. In this paper, we apply the mean-risk theory to analytically explore how the risk attitude of customers affects the optimal service pricing decision of the on-demand platform, consumer surplus (CS) of customers, the expected profit (EP) and profit risk (PR) of the platform (and the hired service agents). In the basic model, assuming consumers are homogeneous, we find that if the customers are more risk averse (risk seeking), the optimal service price will drop (increase). Comparing among the three different risk attitudes of customers, we find that when the customers are risk seeking, the CS and the platform's EP are highest, even though the platform's PR is also highest. While the opposite happens when the customers are risk averse. In the extended model with a market including customers with different risk attitudes, the blockchain technology helps the platform assess the proportion of risk seeking, risk neutral and risk averse customers accurately. We explore the optimal service prices under both the common pricing policy and the customized pricing policy (with-respect-to customer's risk attitude), and derive the value of blockchain technology mediated customized service pricing strategy. We conclude by highlighting that the risk attitudes of customers play a critical role in determining the optimal on-demand service pricing, and the blockchain technology is a valuable technological tool to help. ? 2020 Elsevier B.V. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85079875512&doi=10.1016%2fj.ejor.2020.01.049&partnerID=40&md5=d545a13073c88cba3d6ca285b2af4421 https://scholars.lib.ntu.edu.tw/handle/123456789/612184 |
DOI: | 10.1016/j.ejor.2020.01.049 | SDG/關鍵字: | Blockchain; Costs; Decision theory; Profitability; Risk assessment; Sales; Behavioral OR; Consumer surplus; Customized services; Expected profits; On-demand services; Optimal pricing; Platform operations; Technological tools; Risk analysis |
顯示於: | 工商管理學系 |
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