Marketing Channel Competition and Transaction Cost: Nash Game Perspective

行銷通路競爭與交易成本：聶許賽局應用

廖錦農(Chin-Nung Liao)

《中華技術學院學報》 36期 (2007/06) Pp. 53-65

https://doi.org/10.7095/JCIT.200706.0053

摘要

本研究考慮交易成本對行銷通路競爭之影響。本模型採用Chen等學者在2006年提出之交易成本需求函數以探討兩零售商通路競爭之態勢。研究結果發現，若零售商考慮交易成本下，零售商將更注重交易成本效率係數對消費者行為之影響。另外，不同交易成本參數改變對於零售商相關行銷變數將會有不同產出水準，其中有些管理上意涵與結果將可做為未來研究之探討。

關鍵字

交易成本 ； 聶許賽局 ； 行銷通路 ； 消費者行為

並列摘要

In this paper, we consider the impact of transaction cost in channel competition by analyzing the channel structure. A new type of transaction cost demand function is introduced by Chen et al. (2006). We used this demand function to discuss a two-retailer channel competition in Nash game. The results fined, when transaction costs exist, the sellers would pay attention to the transaction cost efficiency index of consumers which will affect the behavior of a consumer’s purchase decision. Different affect of transaction costs are also possible by changing from parameters. The implications of these results and directions for future research are discussed.

並列關鍵字

Transaction cost analysis TCA ； Nash game ； Marketing channel ； Consumer behavior