Optimal Strategy for Selling on GB Website Considering the Effect of Service Guarantee

Hai-feng ZHAO, Wei-yu ZHOU

Abstract


This paper analyses whether sellers should join group-buying website and how to join group-buying website by evaluating both the service guarantee level and seller’s online price. In this study, we find that startup sellers will gain profit by joining group-buying website and these sellers should increase his service guarantee level after joining GB website. All these findings are important for sellers’ GB strategy.

Keywords


GB website, Service guarantee, Optimal strategy


DOI
10.12783/dtcse/mmsta2017/19690

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