Dynamic pricing strategies in the presence of strategic consumer behavior risks

This paper studies the dynamic pricing strategies in the presence of strategic consumer behavior risks.On the one hand,the monopolistic firm sells a fixed capacity of perishable goods within a limited time when the demand is uncertain,in the hope of maximizing expected revenue at a certain risk;On the other hand,strategic consumers set the chance of purchase on the basis of reference prices in the dynamic pricing.We find that: the game-perfect equilibrium is existent between the behavior strategies of monopolists and those of consumers;within the scope of balanced price,strategic purchase behavior changes the payments or payoffs among transaction counterparties and increases the uncertainty of firm's profits.As a response,the risk-sensitive firm tends to price conservatively and they realize the set goal of price with trading information transparency as the guide.