Risk-Sensitive Revenue-Sharing Strategy and Sensitivity Analysis in E-Commerce
In this paper, the authors develop a new model to describe a dynamic revenue-sharing problem between an online shopping mall and a store in an e-commerce market. They formulate the revenue-sharing problem as a dynamic principal-agent problem, which is then transformed to a risk-sensitive stochastic optimal control problem where the objective of the risk-averse shopping mall is to find a risk-sensitive revenue-sharing strategy and to ad-vise an incentive-compatible effort to the store. Sufficient conditions for the existence of a risk-sensitive revenue-sharing strategy and an incentive-compatible effort are obtained.
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