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Unobserved preferences and dynamic platform pricing under positive network externality

机译：在积极网络外部性下，不观察到的偏好和动态平台定价

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摘要

We study the dynamic optimization of platform pricing in industries with positive direct network externalities. The utility of the network for the consumer is modeled as a function of three components. Platform price and participation rate affect the consumer's decision to join the platform. The platform operator is assumed to know the consumer's sensitivities with respect to these components. In addition, the consumer's utility is a function of other attributes, such as network privacy policies and environmental effects of the service. We assume that the distribution of these unobserved preferences in the potential customer base is known to the platform operator. We show analytically how the unobserved preferences affect the dynamic platform price design. Both static and rational expectations with respect to the platform participation are presented. We simulate an electricity market demand side management service application and show that the platform operator sets low prices in the launch phase. The platform operator can set higher launching prices if it can affect customers' preferences, expectations or adjustment friction.
机译：我们研究平台定价与积极的直接网络外部性行业的动态优化。网络对于消费者的效用建模为三个组成部分的功能。平台的价格和参与率影响消费者的决定加入该平台。该平台运营商，假设相对于这些组件知道消费者的敏感性。此外，消费者的效用是其他属性，如网络的隐私政策和服务环境影响的功能。我们假定这些不可观测偏好的潜在客户群的分布是已知的平台运营商。我们展示了不可观测的喜好分析如何影响动态平台电价设计。静态和相对于该平台的参与理性预期呈现。我们模拟的电力市场需求侧管理服务应用程序，并表明，平台运营商套价格低廉的启动阶段。该平台运营商可以设置较高的发射价格，如果它能够影响客户的偏好，预期或调整摩擦。

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  • 来源
    《Netnomics》 |2020年第3期|37-58|共22页
  • 作者

    Hannu Huuki; Rauli Svento;

  • 作者单位

    Oulu Business School Department of Economics Accounting and Finance University of Oulu P.O. Box 4600 90014 Oulu Finland Finnish Environment Institute University of Oulu P.O. Box 413 90014 Oulu Finland;

    Oulu Business School Department of Economics Accounting and Finance University of Oulu P.O. Box 4600 90014 Oulu Finland;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Dynamic pricing; Network externality; Unobserved preferences; Electricity market; Demand side management;

    机译：动态定价;网络外部性;不观察到的偏好;电力市场;需求方管理;

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