考虑消费者退货行为的网络零售商直播决策研究

Live Broadcast Decisions of the Online Retailer Considering Consumer Return Behavior

考虑到消费者收到产品时若不满意会产生退货行为,而网络零售商引入直播会增加消费者满意率从而减少退货行为,但同时会产生观看直播的麻烦成本。通过构建不引入直播和引入直播模式下的网络零售商决策模型,分析观看直播成本和退货成本等因素对最优决策的影响,探讨不同观看直播成本和退货成本下的网络零售商直播引入策略和定价策略。研究发现:当不观看直播消费者满意率较高时,观看直播成本较低且退货成本相对较高时,网络零售商应引入直播并提高售价获取更高收益。当不观看直播消费者满意率较低时,观看直播成本在较低范围且退货成本在适中范围内时,引入直播对网络零售商更有利。但当不观看直播消费者满意率较低,而观看直播成本和退货成本较高时,无论网络零售商是否引入直播均会亏损,此时网络零售商应选择放弃销售产品。当观看直播满意率升高或观看直播的消费者比例增加时,网络零售商选择引入直播的意愿会增加,而不观看直播满意率增加时,网络零售商选择不引入直播的意愿会增加。

Considering that consumers who are not satisfied with the product will cause returns, and the introduction of live streaming by online retailers will increase consumer satisfaction rate and reduce returns, but at the same time will incur the troublesome cost of watching live broadcasts. By constructing a decision-making model for online retailers without introducing live streaming and introducing live streaming mode, the influence of factors such as viewing live broadcast cost and return cost on the optimal decision is analyzed, and the live streaming introduction strategy and pricing strategy of online retailers under different viewing live broadcast costs and return costs are discussed. The study found that when the satisfaction rate of consumers who do not watch live broadcast is high, the cost of watching live broadcast is low and the cost of return is relatively high, online retailer should introduce live broadcast and increase selling prices to obtain higher revenue. When consumer satisfaction rates for not watching live broadcast are low, when the cost of watching live broadcast is lower and the cost of return is within the moderate range, the introduction of live broadcast is more beneficial to online retailer. However, when the consumer satisfaction rate of not watching the live broadcast is low, and the cost of watching the live broadcast and the cost of return are higher, whether the online retailer introduces the live broadcast or not, it will lose money, at which time the online retailer should choose to abandon the sale of the product. When the satisfaction rate of watching live broadcast increases or the proportion of consumers watching live broadcast increases, the willingness of online retailer to choose to introduce live broadcast will increase, and when the satisfaction rate of not watching live broadcast increases, the willingness of online retailers to choose not to introduce live broadcasts will increase.