Abstract
There are a dazzling array of various products on a big e-commerce platform. So, the sales competition for the same goods has become increasingly fierce. In this paper, to help sellers attract customers, we study how to stimulate consumers to purchase impulsively. Specifically, we define a utility function. It can reflect that logistics, pre-sale and after-sale service quality, product rate, product sales volume, source reliability, product prices, and product discounts positively impact impulse buying. More importantly, we use game theory to analyse the equilibria of the trading game between a seller and a buyer under these factors’ impact so that the seller can make a competitive marketing strategy.
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Acknowledgment
This work was supported by National Natural Science Foundation of China (No. 61762016) and Graduate Student Innovation Project of School of Computer Science and Engineering, Guangxi Normal University (JXXYYJSCXXM-2021-001).
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Sun, K., Luo, X. (2022). A Game-Theoretic Analysis of Impulse Purchase. In: Shi, Z., Zucker, JD., An, B. (eds) Intelligent Information Processing XI. IIP 2022. IFIP Advances in Information and Communication Technology, vol 643. Springer, Cham. https://doi.org/10.1007/978-3-031-03948-5_22
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DOI: https://doi.org/10.1007/978-3-031-03948-5_22
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