报告题目：To Adopt or not? The Impacts of “Try Now, Pay Later” on Platform Markets
报告人：刘 赫 中央财经大学
报告时间：2023年4月3日(周三) 10:00-12:00
报告地点：中国科学院大学中关村校区教学楼S406
腾讯会议：600-3383-5064
内容摘要
“Try Now, Pay Later” (TNPL) is a business model innovation that allows consumers to place an order for free and provides consumers with a free experience period to assess the product fits before they finish the payment. Under TNPL, cash flow occurs within platform markets (including platforms, sellers and consumers), which affects purchasing decisions of consumers and operational decisions of platforms and sellers. This paper explores the impact of TNPL on platform operations by investigating a market where a seller sells through a platform. The seller determines the selling price and may provide the return freight or not. We examine four scenarios: 1) Not adopt TNPL and the return freight is provided by the seller (N,S); 2) Not adopt TNPL and the freight is borne by consumers (N,C); 3) Adopt TNPL and the freight is provided by the seller (A,S); and 4) Adopt TNPL and the freight is borne by consumers (A,C). The results show that 1) TNPL increases both the seller's selling price and the platform's commission rate, no matter who bears the return freight. 2) Although the seller raises its selling price, consumer surplus may still increase due to higher expected matching probabilities and increased demand for products. 3) Under TNPL, (A,C) induces higher consumer surplus and higher profits for both the platform and the seller than (A,S). (4) TNPL generates Pareto improvement with a relatively low cash opportunity cost of the platform and a relatively high utility improvement of consumers.
主讲人简介
刘赫博士是中央财经大学管理科学与工程学院助理教授，主要研究兴趣为数字化平台竞争战略、平台市场经济学。刘赫博士本科就读于山东大学数学学院，博士毕业于中国科学院数学与系统科学研究院，攻读博士学位期间赴宾夕法尼亚大学沃顿商学院管理系访问学习。她的研究工作发表于European Journal of Operational Research、《系统工程理论与实践》、Technological Forecasting and Social Change等权威期刊，曾获得系统工程学会优秀博士学位论文奖、中国运筹学会博弈论分会青年优秀论文奖、中国科学院院长奖学金特别奖、中国科学院朱李月华优秀博士生奖学金。
