基于产品匹配度不确定的线上先试后买策略研究

Online Try before You Buy Policy For Product Fit Uncertainty in Online Retailing

针对消费者在线上购物中存在的产品匹配度不确定问题,考虑了线上先试后买策略对缓解该问题的作用.不同于其他营销策略,线上先试后买在消费者做出购买决策前解决了线上购物的产品试用问题.通过数学模型构建与求解,探讨当网络零售商考虑提供先试后买策略时,异质性消费者的最优购买决策以及零售商的最优定价决策,并分析零售商采用先试后买的最优条件以及先试后买策略的使用价值.结果表明,当消费者偏好与产品匹配概率较低,且消费者选择先试后买付出的麻烦成本较小时,零售商应该使用线上先试后买策略.消费者选择先试后买付出的麻烦成本的降低,以及产品不匹配带来的损失增大时,线上先试后买策略的使用能够给网络零售商带来更高水平的利润.

Consumers face the problem of product fit uncertainty in online retailing.This paper considers how the online retailers should use the online try before you buy strategy to mitigate this problem for consumers.Different from other marketing strategies,online try before you buy strategy solves the problem of product trial for consumers before the purchase decision in online shopping.Through the construction and analysis of the mathematical model,this paper discusses the consumers’ purchase decisions and the online retailer’s optimal pricing decisions when the online retailers consider to provide the online try before you buy strategy.In addition,the optimal condition and value for the use of the online try before you buy strategy are analyzed.The results show that when the matching probability of product value and consumer preference and the hassle cost to use the try before you buy service is low,online retailers should adopt the online try before you buy strategy.With the decrease of consumers’ hassle cost and the increase of the loss for mismatches between the product and consumer preference,the adoption of the online try before you buy strategy can effectively improve the online retailer’s profit more.