Abstract: Whether to disclose competitor's price is a dilemma for an E-retailer.To analyze this question,our research builds a utility model of consumer demand,based on E-retailer's reputation,product price,and customer trust.Our game analysis results points out that there would be different results contingent on the different orientation and the reputation of E-retailer.For demand increasing,homogeneous E-retailers should maintain previous choice.For revenue improving,homogeneous E-retailers should disclose competitor's price,heterogeneous E-retailer prefer to set higher price under his demand predominant situation.For consumer surplus improving,homogeneous E-retailer should maintain his previous strategies; if these E-retailers have different reputations,the E-retailer with high reputation will improve more if both of them disclose competitive price,the E-retailer with low reputation will benefit more if there is only one discloses competitive price.

Key words: E-retailer, competitor’s price, disclosing strategy, customer trust