Research on Pricing Strategy of Online Freight Platform Considering User Behavior

Nie Qing ()
Additional contact information
Nie Qing: Beijing Jiaotong University, School of Economics and Management

A chapter in Proceedings of the 2026 5th International Conference on Big Data Economy and Digital Management (BDEDM 2026), 2026, pp 276-285 from Springer

Abstract: Abstract In recent years, with the development of network freight transportation platforms, the platforms have gradually shifted from a subsidized model to a high commission model, resulting in a general “order jumping” (direct transactions off the platform) by shippers and drivers in search of higher returns. This not only affects the sustainable operation of the platform, but also reduces the overall matching efficiency of the market and social welfare. This paper analyzes the equilibrium state of the platform under the commision pricing strategy by constructing a game model that takes into account the users’ jumping order behavior, focusing on the impact of jumping cost and risk on users’ behavior, platform pricing and social welfare. It is found that the platform’s equilibrium commission percentage is positively related to users’ jumping order efforts and risk costs, i.e., market imperfections instead enhance the platform’s bargaining power, allowing it to convert transaction frictions into profits. Although the increase in the difficulty of jumping will inhibit some users’ behavior, the increase in the platform’s commission in turn incentivizes the motivation of jumping, creating the dilemma of “the more you prevent, the more you jump”. In addition, social welfare varies in a U-shape with the cost of jumping, suggesting that either too high or too low a cost is detrimental to the overall efficiency of the market.

Keywords: user jump-order behavior; online freight platform; pricing strategy (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-640-1_26

Ordering information: This item can be ordered from
http://www.springer.com/9789462396401

DOI: 10.2991/978-94-6239-640-1_26

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().