Abstract: Under the contingent-free-shipping(CFS), a scientific and reasonable shopping add-on items recommendation service level strategy is presented to improve the performance of B2C platform based on consumers' heterogeneity preferences for basic shipping charge or add-on items recommendation. Through analyzing the game relationship between participants and constructing the consumer utility function, a Stackelberg game model is established to reveal the interaction between the platform's recommendation service and the consumers' willingness-to-pay. Furthermore, the effects of basic shipping, reservation price, recommended commodity price and consumer preference on the platform's optimal recommendation service level strategy are examined on account of consumers' willingness-to-pay with shipping and add-on items preferences. The results show that different basic shipping charges and consumer preferences have different effects on the profitability of the B2C platform. Additionally, appropriate recommendation services are beneficial to enhancing consumers' willingness-to-pay and then increasing the profits of the platform. Therefore, it is an effective way to improve the performance of the B2C platform to reasonably formulate the basic shipping, CFS threshold and add-on items recommendation service level.

Key words: add-on items recommendation service, contingent-free-shipping, consumer preference, Stackelberg game

摘要： 在条件免运费(CFS)下,针对消费者基础运费和凑单异质性购物偏好,选择合理的购物凑单推荐服务水平策略是提升B2C平台商业绩的关键。在对平台商与消费者间的主从博弈关系、消费者效用函数关系分析基础上,通过构建Stackelberg博弈模型,揭示平台商凑单推荐服务水平和消费者购物意愿间的互相关系,进而针对消费者基础运费和凑单偏好,探究基础运费、保留价格和推荐商品价格对平台商最优购物推荐服务水平策略的影响。研究表明:不同的基础运费和消费者偏好对平台商利润的影响具有差异性;适度提升最优购物凑单推荐服务水平能有效提高消费者购物意愿、增加平台商利润。因此,基础运费、CFS阈值和凑单推荐服务水平的科学制定对平台商业绩改善具有重要影响。

关键词: 凑单推荐服务, 条件免运费, 消费者偏好, Stackelberg博弈