考虑参考效应的网络零售商配送时隙定价研究

Research on Distribution Time Slot Pricing of Network Retailers Considering Reference Effect

由于电商的快速发展,客户在购买商品时可根据内外部因素了解商品的历史信息,依据历史信息和现在商品信息做出比较,这些行为会对需求有一定影响,形成参考效应。在参考效应的影响下,探讨在含有参考价格的参考效应下对网络零售商配送时隙定价以及收益的影响,在效用函数中加入参考价格因素,建立logit选择模型,提出具有参考效应的收益模型。结果表明:参考效应强度的不同对时隙选择的影响不同,参考价格的增加,会造成网络零售商的收益增加。参考效应影响下,网络零售商的配送时隙收益随时隙定价的增加先增后减,研究结果对零售商配送时隙定价具有参考意义。

Due to the rapid development of e-commerce,customers can understand the historical information of goods according to internal and external factors while purchasing goods,and according to historical information and current product information to make a comparision.These behaviors will have certain influence on demand and forming a reference effect.Based on the influence of reference effects,this paper discusses the impact of the reference retailer’s distribution time slot pricing and revenue under the reference effect with reference price,adds the reference price factor to the utility function,establishes the logit selection model,and proposes the revenue model with reference effect.The results show that the difference in reference effect intensity has different effects on time slot selection,and the increase of reference price will increase the revenue of online retailers.Under the influence of reference effect,the distribution time slot revenue of network retailers increases first and then decreases with the increase of time slot pricing.The research results have reference significance for retailer delivery time slot pricing.