关键词: 关键词：有限理性, O2O平台, 固定抽佣模式, 结构化抽佣模式, 定价策略, 博弈分析

Abstract: Abstract: The fixed commission model based on proportional commission and the structured commission model based on the structure of proportional commission and service commission are both the most commonly used commission-drawing models for O2O takeaway platforms. It is assumed by the study that consumers' bounded rational behavior sensitive to delivery costs as meals is had, and the influence of consumer sensitivity, order distance distribution, and order time period distribution on the two models is analyzed. It is found by the study that: (1) Commission mode selection on the platform is not impacted by merchant type, but the pricing impact of different factors varies. (2) Only when a structured commission model is adopted is it necessary for merchants to be encouraged to choose global sales. (3) Under the structured commission model, the distribution ratio of order time periods should be reasonably set by the platform to avoid being greatly affected by the merchant's choice of sales scope. Based on the bounded rationality assumption, the impact of different factors on two models is compared by this study, the applicable scenarios, strengths and weaknesses, and conversion conditions of each mode are identified, and corresponding suggestions are provided.

Key words: Key words: consumer behavior, O2O takeaway platform, fixed commission model, structured commission model, pricing strategy, game theory