Journal of South China University of Technology(Natural Science) >
Algorithmic Personalized Pricing, Passengers’ Order Compliance Rates and Regulatory Countermeasures for Online Taxi-Hailing Platforms
Received date: 2023-03-30
Online published: 2023-06-26
Supported by
the National Natural Science Foundation of China(71871131)
The algorithmic personalized pricing of online taxi-hailing platforms has produced complex market impacts, and compared with traditional cab service, the order cancellation rate of online taxi passengers reaches about 30%. Therefore, it is worth exploring the impact mechanism of algorithmic personalized pricing on passenger cancellation rates and the key characteristics of whether passengers fulfill their orders. This paper tried to establish the causal mechanism between algorithmic personalized pricing and passengers’ order cancellation rate using rectangular Hotelling model. Using a Stackelberg game model between two taxi-hailing platforms, it revealed the relationship among discriminatory pricing, passenger cancellation rate, and competition intensity between two platforms. Furthermore, based on the big data of online taxi-hailing platform orders, this paper applied some inductive learning tools such as Bhattacharyya distance, Gradient Boosting Decision Tree (GBDT) and improved Las Vegas method for wrapper-method feature selection to data mining of millions of orders on online taxi-hailing platforms to find out the key features that determine whether passengers take the orders or not. Analysis results show that the final consumption choice of passengers mainly depends on the price factors. And improving the match and dispatch strategies to reduce passengers’ waiting time can significantly improve fulfillment rate. The results are helpful for taxi-hailing platform to appropriately design the pricing and operation strategies to maintain the number of customers in the two-sided markets, which ensures the sustainable and successful operation of the platform. Meanwhile, it will provide a theoretical basis for antitrust authorities to intervene in platform personalized pricing.
FENG Suwei, LIN Chang . Algorithmic Personalized Pricing, Passengers’ Order Compliance Rates and Regulatory Countermeasures for Online Taxi-Hailing Platforms[J]. Journal of South China University of Technology(Natural Science), 2024 , 52(2) : 104 -112 . DOI: 10.12141/j.issn.1000-565X.230162
| 1 | UK OFT .Personalised pricing—increasing transparency to improve trust[M].[S.l.]:OFT 1489,2013. |
| 2 | BIGWOOD R .Exploitative contracts[M].[S.l.]:Oxford University Press on Demand,2003. |
| 3 | 喻玲,兰江华 .算法个性化定价的反垄断法规制:基于消费者细分的视角[J].社会科学,2021(1):77-88. |
| YU Ling, LAN Jianghua .Anti monopoly law regulation of algorithm personalized pricing:from the perspective of consumer segmentation[J].Journal of Social Sciences,2021(1):77-88. | |
| 4 | 李旭东 .平台企业价格轴辐合谋的认定[J].北京化工大学学报(社会科学版),2020,10(1):90-95,117. |
| LI Xudong .Conclusion of hub-and-spoke of price of platform enterprise[J].Journal of Beijing University of Chemical Technology(Social Sciences Edition),2020,10(1):90-95,117. | |
| 5 | 李丹 .算法歧视消费者:行为机制、损益界定与协同规制[J].上海财经大学学报,2021,23(2):17-33. |
| LI Dan .Algorithmic discrimination against consumers:behavior mechanism,profit and loss definition,and compound regulation[J].Journal of Shanghai University of Finance and Economics,2021,23(2):17-33. | |
| 6 | 李建培,廉涛,张晚烛 .差别定价:最新研究进展及政策启示[J].管理学刊,2021,34(2):21-37. |
| LI Jianpei, LIAN Tao, ZHANG Wanzhu .Differential pricing:latest research and policy implications[J].Journal of Management,2021,34(2):21-37. | |
| 7 | WANG X, LIU W, YANG H,et al .Customer behavioral modeling of order cancellation in coupled ride-sourcing and taxi markets[J].Transportation Research Part B:Methodological,2020,132:358-378. |
| 8 | MEHDI N, MOHSEN R .Ride-sourcing modeling and pricing in non-equilibrium two-sided markets[J].Transportation Research Part B:Methodological,2020,132:340-357. |
| 9 | 郑小红,龙军,蔡志平 .关于网约车订单分配策略的综述[J].计算机工程与科学,2020,4(7):1267-1275. |
| ZHENG Xiao-hong, LONG Jun, CAI Zhi-ping .A survey of order dispatch policy based on online ride-hailing services[J].Computer Engineering & Science,2020,4(7):1267-1275. | |
| 10 | 赵道致,杨洁,李志保 .考虑等待时间的网约车与出租车均衡定价研究[J].系统工程理论与实践,2020,40(5):1229-1241. |
| ZHAO Daozhi, YANG Jie, LI Zhibao .Research on the equilibrium pricing of online car-hailing and taxi services considering the waiting time[J].System Engineering-Theory & Practice,2020,40(5):1229-1241. | |
| 11 | 徐莹 .竞争性市场结构下网约车平台定价研究[J].价值工程,2020,39(20):168-170. |
| XU Ying .Research on pricing of online car rental platform under competitive market structure[J].Value Engineering,2020,39(20):168-170. | |
| 12 | WANG X, HE F, YANG H,et al .Pricing strategies for a taxi-hailing platform[J].Transportation Research Part E:Logistics and Transportation Review,2016,93:212-231. |
| 13 | HE F, WANG X, LIN X,et al .Pricing and penalty/compensation strategies of a taxi-hailing platform[J].Transportation Research Part C:Emerging Technologies,2018,86:263-279. |
| 14 | 林鹏飞,翁剑成,刘文韬,等 .基于多源数据的网络约租车与出租车运营特征分析[J].交通工程,2020,20(1):26-33. |
| LIN Pengfei, WENG Jiancheng, LIU Wentao,et al .Operational characteristics analysis of ride-hailing services and traditional taxis based on multi-source data[J].Journal of Transportation Engineering,2020,20(1):26-33. | |
| 15 | 杨燕,胥川 .出租车和网约车载客空间特征分析[J].交通运输工程与信息学报,2020,18(1):68-76. |
| YANG Yan, XU Chuan .Analysis the spatial characteristic of taxi and ridesourcing service trips[J].Journal of Transportation Engineering and Information,2020,18(1):68-76. | |
| 16 | 周乐欣,徐海平,李烨 .因特网约车平台双边报价交易机制创新及策略研究[J].中国管理科学,2020,28(3):201-212. |
| ZHOU Le-xin, XU Hai-ping, LI Ye .A bilateral bidding mechanism for cloud-based on-demand transport services[J].Chinese Journal of Management Science,2020,28(3):201-212. | |
| 17 | HOTELLING H .Stability in competition[J].The Economic Journal,1929,39(153):41-57. |
| 18 | SALOP S C .Monopolistic competition with outside goods[J].The Bell Journal of Economics,1979,10(1):141-156. |
| 19 | ARMSTRONG M .Competition in two-sided markets[J].RAND Journal of Economics,2006,37(3):668-691. |
| 20 | 华忆昕,许恒,马清 .网约车平台公司并购的福利效应研究[J].财贸研究,2020,31(9):88-98. |
| HUA Yixin, XU Heng, MA Qing .Welfare effects of M&As between online car-hailing platform companies[J].Finance and Trade Research,2020,31(9):88-98. | |
| 21 | 毕菁佩,舒华英 .基于竞争平台的新老用户定价策略分析[J].管理学报,2016,13(8):1257-1262. |
| BI Jingpei, SHU Huaying .Uniform pricing or discrimination pricing for new and old users?—Pricing strategy analysis of competitive platforms[J].Chinese Journal of Management,2016,13(8):1257-1262. | |
| 22 | 孙中苗,徐琪 .随机需求下考虑不同竞争情形的网约车平台动态定价[J].中国管理科学,2021,29(1):138-148. |
| SUN Zhong-miao, XU Qi .Dynamic pricing for ride-hailing platforms with different competition conditions under stochastic demand[J].Chinese Journal of Management Science,2021,29(1):138-148. | |
| 23 | 金振广,胡大伟,吴雪 .网约车排队等候条件下乘客服务类型选择演化博弈分析[J].交通工程,2019,19(6):66-71,78. |
| JIN Zhenguang, HU Dawei, WU Xue .Evolutionary game analysis of passengers’ service type selection under queuing and waiting conditions of online car-hailing[J].Journal of Transportation Engineering,2019,19(6):66-71,78. | |
| 24 | 康凯,王旭阳,张敬 .分享经济下竞争市场双边网约车平台定价策略[J].计算机工程与应用,2021,57(13):227-232. |
| KANG Kai, WANG Xuyang, ZHANG Jing .Pricing strategy of bilateral ride-hailing platform based on duopoly competition in sharing economy[J].Computer Engineering and Applications,2021,57(13):227-232. | |
| 25 | 林昌,冯苏苇 .基于大数据的网约车平台定价规则分析[J].交通与港航,2020,7(1):5-11. |
| LIN Chang, FENG Suwei .Analysis of pricing rules for ride-hailing platform based on big data[J].Comminication & Shipping,2020,7(1):5-11. |
/
| 〈 |
|
〉 |