失望厌恶对报童零售商最优库存决策的影响

The impact of disappointment aversion on optimal inventory strategy of newsvendor retailer

研究了同时存在短视型和策略型消费者且策略型消费者具有失望厌恶时,零售商在两时期销售单一产品的库存决策问题.分别分析了失望厌恶水平和策略型消费者比例对零售商的库存决策和利润的影响.此外,还考虑了零售商在清货期提高清货价的情形.结果表明:对于高利润产品,只有当失望厌恶水平高于临界值时,失望厌恶才能抑制消费者的策略性购买行为,提高零售商的库存和利润.对于低利润产品,只要策略型消费者具有失望厌恶,失望厌恶总是能够缓解消费者的策略性购买行为,提高零售商的库存和利润.此外,当失望厌恶水平较低且策略型消费者比例较高时,零售商提高清货价能够增加利润;当失望厌恶水平较高时,零售商提高清货价总是遭受着利润损失.算例分析发现,当失望厌恶水平为1.7至2.1时,分别对于高低利润产品,当策略型消费者比例为0.2时,零售商的利润提高百分比最高可分别达到12.5%和10.6%,而当策略型消费者比例为0.8时,零售商的利润提高百分比最高可分别达到200%和61.8%.

This paper studied the optimal inventory decision of a retailer selling a single product in two sales periods in the presence of the myopic consumers and the strategic consumers who were averse to disappointment.Specifically,we focused on the impact of the disappointment aversion level and the proportion of strategic consumers on the retailer’s inventory decision and revenue respectively.In addition,we also considered the situation that the retailer increased the salvage price during the clearance period.The results show that,for high-profit products,if and only if the disappointment aversion level is higher than a critical value,disappointment aversion can mitigate consumers’ strategic buying behavior,and improve the retailer’s inventory and revenue.For low-profit products,as long as the strategic consumers are averse to disappointment,disappointment aversion can always mitigate consumers’ strategic buying behavior,and improve the retailer’s inventory and revenue.In addition,when the disappointment aversion level is low and the proportion of strategic consumers is high,the retailer’s revenue will increase by raising the salvage price;on the contrary,when the disappointment aversion level is high,the retailer will suffer loss of profit by raising the salvage price.The numerical examples show that,with the disappointment aversion level from 1.7 to 2.1,the retailer can increase revenue by as much as 12.5% and 10.6% for high-profit and low-profit products respectively when the proportion of strategic consumers is 0.2,while the retailer can increase revenue by as much as 200% and 61.8% for high-profit and low-profit products respectively when the proportion is 0.8.