跨渠道退货下过度自信和公平关切对零售商定价决策的影响

Influence of Overconfidence and Fairness Concern on Retailer's Pricing Decision under Cross-channel Return

在跨渠道退货策略下,构建了一个分散的双渠道零售商决策模型,以探讨消费者公平关切、线上零售商过度自信和线下零售商公平关切行为对双渠道零售商定价和收益的影响。基于Stackelberg博弈模型,建立了两个场景:①两个渠道的零售商完全理性;②线上零售商具有过度自信行为且线下零售商具有公平关切行为;并分别在不同的消费者公平关切程度下研究了两个场景中零售商的定价和收益情况。结果表明:消费者公平关切程度越高,渠道间的价格竞争越激烈,零售商定价受到其自身的过度自信与公平关切的影响也越大;线下零售商的公平关切对两个零售商的利润均有负面影响;随着消费者公平关切程度的提高,线上零售商的过度自信会使自身利润加速流入线下零售商。

Under the cross-channel return policy,a decentralized dual-channel retailer decision model was established to explore the impact of consumers'fairness concern,online retailer's overconfidence and offline retailer's fairness concern on dual-channel pricing and profit.With the help of Stackelberg game model,two scenarios was set up:(a)two retailer with no behavioural preferences;(b)online retailer with overconfidence and offline retailer with fairness concern.The pricing and profit of retailers in two scenarios were studied under different consumers'fairness concerns.The result showed that the higher the level of consumers'fairness concern,the more intense the price competition between channels,and the greater the influence of retailer pricing by its own overconfidence and fairness concern.Offline retailer's fairness concern has a negative impact on the profit of both retailers.As consumers'fairness concern increases,the online retailer's overconfidence will accelerate the flow of its own profit into offline retailer.