消费者心理账户和隐藏市场价格对预售策略的影响

The Effect of Metal Accounting and Undisclosed Regular Price in a Presale Mechanism

基于行为经济学有关消费者心理账户的研究成果,首先研究了预售中受提前支付影响下消费者的最优购买策略。在此基础上,研究了商家两种不同的最优预售策略,即分别考虑了在预售阶段商家公开和不公开商品现货销售阶段的市场价格两种情形。最后,对两种预售策略及其获得的期望收益进行了比较分析。

This paper introduces the effect of mental accounting on consumer behavior when it purchases the item in the presale mechanism.It shows that under the influence of mental accounting,some of consumers with low-valuation would like to purchase the item in the presale mechanism if pre-payment can weaken their pain of loss effectively.Then,it considers two different presale programs where the seller discloses the regular price in the presale period or conceals it.The optimal discount rate and the optimal ordering strategies can be proved respectively.Finally,it obtains some conclusions by numerical analysis.The manufacture will gain more revenue when he discloses the sale price in the presale period.Also,the manufacture with high-quality goods will offer higher discount rate.