摘要
电子商务时代,线上渠道销售体验型产品时,经常赠送或出售样品供消费者试用体验。基于这一现实背景,以一个在线直销制造商为研究对象,对比提供样品试用与否的策略选择,确立了免费试用和收费试用策略的产品与样品定价及适用条件。结果表明,样品成本、消费者损失厌恶行为的强度、消费者组成结构和产品估值不确定性程度等决定了各策略的可行区域;不确定性的降低削弱了样品试用策略的适用性,损失厌恶度的增加有利于免费试用策略,但对收费试用策略的影响存在两面性。企业应精心设计试用样品,积极评估适用性更强的收费试用策略并完善配套服务,以获取最佳收益。
In the era of e-commerce,when experience products are sold online stores,enterprises often give away or sell samples to customers for trial.Based on this realistic background,by comparing the earnings that an online direct-selling manufacturer chooses to offer samples or not,we get the optimal product prices,sample prices and applicable conditions for free trial strategy and not-free trial strategy.The results show that the optimal feasible regions of these strategies are determined by the samples cost,strength of customers’loss aversion,consumers structure and product valuation uncertainty.The reduction of uncertainty weakens the applicability of free trial strategy,and the increase of loss aversion benefits free trial strategy,but has two-sided influence on not-free trial strategy.To obtain the best profits,enterprises should carefully design samples,actively evaluate the more applicable not-free trial strategy and improve supporting services.
作者
孙忠锋
魏来
SUN Zhongfeng;WEI Lai(School of Business,Putian University,Putian 351100,China;Faculty of Business and Finance,Tunku Abdul Rahman University,Kampar 31900,Malaysia)
出处
《福建商学院学报》
2024年第1期54-62,共9页
Journal of Fujian Business University
基金
福建省社会科学基金项目“双维社会学习下新产品预售进入及顾客引导机制研究”(FJ2022BF031)。
