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Search Deterrence

机译:搜索威慑

摘要

A seller wishes to prevent the discovery of rival offers by its prospective customers. We study sales techniques which serve this purpose by making it harder for a customer to return to buy later after a search for alternatives. These include making an exploding offer, offering a "buy-now" discount, or requiring payment of a deposit in order to buy later. It is unilaterally profitable for a seller to deter search under mild conditions, but sellers can suffer when all do so. In a monopoly setting where the buyer has an uncertain outside option, the optimal selling mechanism features both buy-now discounts and deposit contracts. When a seller cannot commit to its policy, it exploits the inference that those consumers who try to buy later have no good alternative. In many cases the outcome then involves exploding offers, so that no consumers return to buy after search.
机译:卖方希望防止潜在客户发现竞争对手的报价。我们研究了可达到此目的的销售技术,使客户在寻找替代品后更难在以后返回购买。这些措施包括提供爆炸性报价,提供“立即购买”折扣或要求支付定金以便以后购买。卖方在温和的条件下阻止搜索是单方面有利可图的,但卖方在这样做时会遭受损失。在买方拥有不确定外部选择权的垄断环境中,最佳销售机制同时具有现在购买折扣和存款合同。当卖方不能承诺其政策时,它会利用推论,即那些以后尝试购买的消费者没有其他好的选择。因此,在许多情况下,结果涉及爆炸性报价,因此没有消费者在搜索后会返回购买。

著录项

  • 作者

    Armstrong Mark; Zhou Jidong;

  • 作者单位
  • 年度 2013
  • 总页数
  • 原文格式 PDF
  • 正文语种 {"code":"en","name":"English","id":9}
  • 中图分类

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