考虑策略型消费者失望厌恶下零售商的渠道选择与退货策略研究

Channel Selection and Return Policy Considering Strategic Consumers Disappointment Aversion

考虑策略型消费者对线上产品估值的不确定导致其失望厌恶时,线上渠道退货策略对消费者购买渠道偏好、购买时机选择及零售商渠道开设、定价订货决策的影响。以最大化利润为目标,同时考虑线上渠道是否退货,分别构建了线下渠道、线上渠道无退货、线上渠道退货策略下消费者的效用函数以及零售商的利润模型。研究表明:零售商的开设渠道偏好与消费者的购买渠道偏好并不总是一致的,当产品匹配率较低且旅行成本较低时,零售商与消费者均偏好线下渠道,反之零售商与消费者的渠道偏好不一致;另外,当消费者偏好线上渠道时,在无退货策略下,消费者对产品估值的不确定产生失望厌恶降低了零售商的最优定价、订货量与最优利润,而退货策略有利于消除估值不确定与失望厌恶对零售商利润的不利影响,并且退货策略有利于吸引消费者到线上渠道购买,因此零售商开设线上渠道时总会同时提供退货策略,从而为零售商的退货策略选择提供决策支持。

Considering that strategic consumers were uncertain about the valuation of online products and disappointment aversion,the impact of whether online channel provided return policy on consumers’purchasing channel preferences,purchase timing,retailer channel establishment,pricing and ordering decisions,was studied.With the goal of maximizing profits,considering whether online channel was returned,the consumer’s utility function and the retailer’s profit model under the offline channel,online channel with and without returned,were respectively constructed.Research shows that retailer’s preference for establishing channel is not always the same as consumer’s preference for purchasing channel.When product matching rate is low and travel costs are low,retailers and consumers prefer offline channel,otherwise,the channel preferences of retailers and consumers are inconsistent.In addition,when consumers prefer online channel to purchase,consumers’uncertainty and disappointment in product valuation reduce the retailers’optimal pricing and ordering under the non-return policy.The return policy helps to eliminate the negative impact of uncertainty and disappointment aversion on the profit of retailers,and the return policy is conducive to attracting consumers to buy through online channel.Therefore,when retailers establish online channel,the return policy will always be provided at the same time,so as to provide decision support for the retailer’s choice of return policy.