英文摘要 |
With the growth of the e-commerce, the online advertising becomes one of themost important media to spread product information and the cost-per-actionmechanism of online advertising platforms starts to replace the cost-per-clicksystem. Nowadays, the optimal online advertising platform selection is animportant issue by considering not only the popularity rate but also the competitiveconcern. Owing to the rare related studies, we build a model based on the gametheory to explore how the duopolistic firms select their online advertising platform and the interaction between the advertising decision and the pricing competition.The main results include that (i) the duopolistic firms under the pricing competitionmay invest on the online advertising platform with lower click-through-rate andhigh unit cost. (ii) To improve the click-through-rate may reduce an onlineadvertising platform’s attractiveness in the duopoly case. (iii) The more the branddifferentiation, the less likely do the duopolistic firms adopt the common onlineadvertising platform. (iv) the relationship between the advertising expenditure andthe retailing price may be non-monotonic, and then the interaction between theadvertising investment and the consumer welfare can be also positive or negative. |