配送延迟时运费策略对消费者购买决策的影响

Influence of freight strategy under delivery delay on consumer purchase decision

随着电子商务产业的繁荣,商品配送延迟现象愈发频繁。电商为了在配送延迟时实施有效的运费策略来吸引消费者购买商品,有必要研究配送延迟对消费者最优购买决策的影响。引用配送延迟时的消费者效用函数,构建消费者剩余模型。当消费者剩余最大化时,得到在给定的延迟配送时间、产品价格、免运费阈值以及运费条件下的消费者最优购买决策。研究发现:配送延迟与消费者最优决策呈负相关关系。较低的免运费阈值会促进中低消费欲望的消费者购买;合理的免运费阈值会阻止具有低消费欲望的消费者购买商品,但会刺激具有中高消费欲望的消费者增加购买金额,尤其是在配送延迟情境下会加强这种效果。

With the prosperity of e-commerce industry,the phenomenon of goods delivery delay is more and more frequent.In order to implement effective freight strategy under delivery delay to attract consumers to buy goods,it is necessary to study the impact of delivery delay on consumer optimal purchase decision.The consumer surplus model is constructed by quoting the consumer utility function of delivery delay.When the consumer surplus is maximized,the optimal purchase decision is obtained under the given delivery delay time,product price,free freight threshold and freight.It is found that there is a negative correlation between delivery delay and consumer optimal decision.Lower free freight threshold will promote consumers with lower consumption desire to buy;reasonable free freight threshold will prevent consumers with lower consumption desire from purchasing goods,but will stimulate consumers with medium and higher consumption desire to increase purchase amount,especially in the case of delivery delay.