ÜRÜNLER GÜÇLÜ OLARAK FARKLILAŞTIRILDIĞINDA REKABETÇİ KONUM TABANLI VE YÖRÜNGE TABANLI MOBİL HEDEFLEMENİN ANALİZİ

Year 2023, Issue: 54, 57 - 73, 02.01.2023

Asunur Cezar

https://doi.org/10.30794/pausbed.1170082

Abstract

Mobil teknolojiler ve analitiğindeki gelişmeler, satıcıların coğrafi konum ve mobil yörünge bilgilerini kullanarak mobil tüketicileri hedeflemesini mümkün kılmıştır. Özdeş (homojen) bir ürün sunan iki rakip satıcının bulunduğu oyun teorik bir model kullanarak, Cezar ve Raghunathan (2021) konum veya yörünge kullanarak mobil tüketicileri hedeflemenin uzun vadeli etkilerini incelemişler ve ortaya çıkacak hedefleme dengesinin tüketicinin zaman maliyetinin ulaşım maliyetine olan oranına bağlı olduğunu göstermişlerdir. Satıcıların farklılaştırılmış ürünler sunduğu bir senaryoyu düşünerek, Cezar ve Raghunathan (2021) çalışmasını genişletiyor ve tüketicilerin güçlü ürün tercihleri olduğunda, tüketicilerin zaman maliyetinin ulaşım maliyetine olan oranına bakılmaksızın yörünge tabanlı hedeflemenin tek denge olduğunu ve satıcıların tüketiciler ve toplum pahasına kâr ettiğini gösteriyoruz.

Keywords

Oyun teorisi, mobil analitiği, konum tabanlı hedefleme, yörünge tabanlı hedefleme, fiyat rekabeti, ürün farklılaşması

AN ANALYSIS OF COMPETITIVE LOCATION-BASED AND TRAJECTORY-BASED MOBILE TARGETING WHEN PRODUCTS ARE STRONGLY DIFFERENTIATED

Abstract

Developments in mobile technologies and analytics have made it possible for sellers to target mobile consumers using their geolocation and mobile trajectory. Using a game-theoretic model in which two competing sellers offering a homogenous product, Cezar and Raghunathan (2021) explore the long-term implications of targeting mobile consumers using location or trajectory and show that the type of targeting that will emerge depends on the ratio of consumer’s time cost to transportation cost. We extend Cezar and Raghunathan (2021) by considering a scenario in which the two competing sellers offer a differentiated product and we show that when consumers have strong product preferences, trajectory-based targeting emerges as the sole equilibrium regardless of the ratio of consumers’ time cost to transportation cost and sellers benefit at the expense of consumers and society.

Keywords

Game theory, mobile analytics, location-based targeting, trajectory-based targeting, price competition, differentiated products

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