The Influence of Tiered Pricing of Sellers on Purchase in B2B Vertical Electronic Market

With the increasing maturity of online trading technology, B2B electronic market is shifting from information platform to trading platform. However, although there are many studies on the C2C and B2C online mechanisms, there is still little attention to the trading mechanism of the B2B online transaction. This paper takes Alibaba's domestic trade platform as the main research object, and discusses the influence of the pricing mechanism on the buyer's willingness to purchase in the B2B trading environment. The research selected conventional daily necessities (insulation cup) as the main object in 1688.com platform. A total of 2769 valid data were captured by GOOSEEKER, and SPSS was used for multivariate correlation analysis and regression analysis to explain and discuss the data. The following conclusions are drawn: 1) In the B2B vertical electronic market, the tiered pricing mechanism is better than the one-price mechanism; 2) the gradient of tiered pricing has a positive effect on the purchasing volume; 3) the quantity gradient of tiered pricing has positive influence on purchasing volume. The research conclusions of this paper have innovative theoretical significance for exploring the transaction mechanism of B2B electronic market.