The Influence of Purchase batch on Wholesale Pricing Strategy Selection on B2B Platform

DOI

10.2991/icmess-18.2018.377How to use a DOI?

Keywords

B2B platform; Wholesale pricing strategy; Price equity perception; Purchase Batch

Abstract

In recent years, there are more and more online purchasing platforms, manufacturers as a seller in B2B platform release products by a wide variety of wholesale pricing strategies, such as: member price, stepwise pricing, bundling pricing, and so on. The same product may appear at two different prices in two stores, but the buyer pays the same price to get the product. In this paper, the different batch requirements of purchasers are taken as independent variables, and the pricing strategy of one-price and the stepwise pricing strategy are taken as dependent variables. According to the data collected by the experiment, the following conclusions are verified: purchase batch will affect the selection of pricing strategy by purchasers, and price equity perceives the influence of intermediary wholesale batch on wholesale pricing strategy. Product types play a moderating role in purchasing batch and price equity perception.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Siyu Chen
AU  - Tianyang Lou
PY  - 2018/06
DA  - 2018/06
TI  - The Influence of Purchase batch on Wholesale Pricing Strategy Selection on B2B Platform
BT  - Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)
PB  - Atlantis Press
SP  - 1701
EP  - 1706
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-18.2018.377
DO  - 10.2991/icmess-18.2018.377
ID  - Chen2018/06
ER  -