中文摘要：

基于双边市场理论讨论了电子口碑虚拟社区平台的定价策略和信息传递效率选择策略。结果表明：高、低质量商户都接入时的平台利润大于只有一种类型商户接入时的利润;平台可调整社区内的信息传递效率从而使其自身收益最大化,且其成本函数关于信息传递效率的最优一阶条件与平台双边用户的数量及价格需求弹性有关。当信息传递效率较高时,低质量商户可能不会接入平台,且平台对消费者最优定价随信息传递效率增加而降低;当信息传递效率较低时,高质量商户可能因被＂误认＂为低质量而退出平台,且平台对消费者最优定价随信息传递效率增加而提高。

英文摘要：

Based on the theory of Two-Sided Markets, we discuss the platform＇s optimal pricing strategy and how to choose the best information transmission efficiency in a virtual community with eWOM. The study shows that when both types of merchants access the platform, the revenue is bigger than that when either type of merchants accesses the platform. Also, the platform is capable of adjusting its own information transmission efficiency to maximize its revenue. When the information transmission efficiency is high and the merchants＇ price is high, the low quality merchants may not participate in the community, and the consumers＇ optimal price rises with the decrease of the transmission efficiency. When the information transmission efficiency is low, the high quality merchants may he regarded as low quality and exit the community, and the consumers ＇ optimal price rises with the growth of the information transmission efficiency.