A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference

Joint Authors

Wang, Kaihong
Yang, Xu
Sun, Yiwan
Ding, Chuan

Source

Abstract and Applied Analysis

Issue

Vol. 2014, Issue 2014 (31 Dec. 2014), pp.1-11, 11 p.

Publisher

Hindawi Publishing Corporation

Publication Date

2014-07-23

Country of Publication

Egypt

No. of Pages

11

Main Subjects

Mathematics

Abstract EN

This paper studies channel consisting of a manufacturer and two retailers.

As a basis for comparison, the first, multiagent Stackelberg model has been structured based on perfect rationality.

Further, fairness preference theory will be embedded in marketing channel multiagent Stackelberg model, and the results show that if the retailers have a jealous fairness preference, the manufacturer will reduce the wholesale price, retailers will increase the effort level, product sales will be increased, and the total channel utility and manufacturers’ utility will be pareto improvement, but the pareto improvement of retailers’ utility is associated with the interval of jealousy fairness preference coefficient.

If the retailers have a sympathetic fairness preference, the manufacturer increases wholesale price, retailers reduce the effort level, and the total channel utility, manufacturer’s utility, and retailers’ utility are less than that of the no fairness preference utility.

American Psychological Association (APA)

Wang, Kaihong& Yang, Xu& Sun, Yiwan& Ding, Chuan. 2014. A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference. Abstract and Applied Analysis،Vol. 2014, no. 2014, pp.1-11.
https://search.emarefa.net/detail/BIM-1014171

Modern Language Association (MLA)

Wang, Kaihong…[et al.]. A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference. Abstract and Applied Analysis No. 2014 (2014), pp.1-11.
https://search.emarefa.net/detail/BIM-1014171

American Medical Association (AMA)

Wang, Kaihong& Yang, Xu& Sun, Yiwan& Ding, Chuan. A Comparative Study of Marketing Channel Multiagent Stackelberg Model Based on Perfect Rationality and Fairness Preference. Abstract and Applied Analysis. 2014. Vol. 2014, no. 2014, pp.1-11.
https://search.emarefa.net/detail/BIM-1014171

Data Type

Journal Articles

Language

English

Notes

Includes bibliographical references

Record ID

BIM-1014171