Do Web Stores Prefer to Disclose Its Rival Price Information?

Whether to disclose its rival price information, the web store faces a dilemma choice. In this paper, we build the game model base on store reputation, merchandise price, and consumer trust. The study indicates that, from the demand perspective, the store with reputation advantage prefers neither of them disclosing its rival price information to only one store disclosing its rival price information, and prefers only one store disclosing its rival price information to both stores disclosing its rival price information. However, the store without reputation has the contrary preferences. From the profit perspective, the store with or without reputation advantage, as long as in its demand advantages case for homogeneous merchandise select a higher price, then can earn a higher profit.