易逝品零售商降价销售时,策略型消费者往往会经历高价后悔和缺货后悔,这两种后悔行为均会降低他们的购买效用,从而影响零售商库存决策和利润。因此,本文分别研究了价格外生和内生两种情形下高价后悔和缺货后悔对策略型消费者行为以及零...易逝品零售商降价销售时,策略型消费者往往会经历高价后悔和缺货后悔,这两种后悔行为均会降低他们的购买效用,从而影响零售商库存决策和利润。因此,本文分别研究了价格外生和内生两种情形下高价后悔和缺货后悔对策略型消费者行为以及零售商库存决策和利润的影响。研究表明,对于高利润产品,零售商应实施瞄准短视型消费者(target myopic consumers,TMC)的策略。相反,对于低利润产品,零售商应实施瞄准短视和策略型消费者(target both myopic and strategic consumers,TBC)的策略。此外,随着高价(缺货)后悔水平的增加,策略型消费者原来认为是低(高)利润的产品,现在可能认为是高(低)利润产品,因此零售商最优策略可能会相应地改变。其次,对于低利润产品,当高价(缺货)后悔显著时,后悔行为对零售商产生负(正)影响,且高价后悔和缺货后悔呈现相反的作用;对于高利润产品,后悔行为不对零售商造成影响。再次,对于低利润产品,高价后悔加剧了(缺货后悔缓解了)策略型消费者行为的负影响;对于高利润产品,后悔行为不影响策略型消费者行为的负影响。最后,当零售商拥有全价决策权时,零售商总是能够利用决策全价的优势来消除高价后悔的负影响或发挥缺货后悔的正影响。展开更多
直播带货的快速发展,促使越来越多的企业采用直播电商的商业模式。考虑到策略型消费者的遗憾心理与退货行为会对其产生较大影响,本文引入了高价遗憾与缺货遗憾两种遗憾心理以及消费者满意度,通过构建由传统网络销售渠道和直播渠道组成...直播带货的快速发展,促使越来越多的企业采用直播电商的商业模式。考虑到策略型消费者的遗憾心理与退货行为会对其产生较大影响,本文引入了高价遗憾与缺货遗憾两种遗憾心理以及消费者满意度,通过构建由传统网络销售渠道和直播渠道组成的双渠道供应链,探讨了降低标价和抬高标价模式下的定价策略。研究表明:消费者的遗憾心理与满意度会影响传统渠道价格与直播价格,企业可针对其作出最优定价;主播影响力的增加使制造商的利润提高,零售商的利润先降低后提高;产品退货成本的增加使零售商的利润提高,而制造商则相反;高价遗憾的增加使零售商与制造商的利润提高,而缺货遗憾增加会使二者利润都降低。The rapid development of live streaming has prompted more and more enterprises to adopt the business model of live streaming e-commerce. Considering that regret psychology and return behavior of strategic consumers will have a great impact on them, this paper introduces two kinds of regret psychology, high price regret and shortage regret, and consumer satisfaction. By constructing a dual-channel supply chain consisting of traditional online sales channels and live broadcast channels, this paper discusses the pricing strategy under the model of lower price tag and higher price tag. The results show that consumers’ regret psychology and satisfaction will affect the price of traditional channels and the price of live broadcast, and enterprises can make the optimal pricing according to them;The increase of anchor influence makes the profit of manufacturers increase, while the profit of retailers decreases first and then increases. The increase in the cost of returning products makes retailers more profitable and manufacturers less so. The increase of high price regrets increases the profits of retailers and manufacturers, while the increase of out of stock regrets decreases the profits of both.展开更多
文摘易逝品零售商降价销售时,策略型消费者往往会经历高价后悔和缺货后悔,这两种后悔行为均会降低他们的购买效用,从而影响零售商库存决策和利润。因此,本文分别研究了价格外生和内生两种情形下高价后悔和缺货后悔对策略型消费者行为以及零售商库存决策和利润的影响。研究表明,对于高利润产品,零售商应实施瞄准短视型消费者(target myopic consumers,TMC)的策略。相反,对于低利润产品,零售商应实施瞄准短视和策略型消费者(target both myopic and strategic consumers,TBC)的策略。此外,随着高价(缺货)后悔水平的增加,策略型消费者原来认为是低(高)利润的产品,现在可能认为是高(低)利润产品,因此零售商最优策略可能会相应地改变。其次,对于低利润产品,当高价(缺货)后悔显著时,后悔行为对零售商产生负(正)影响,且高价后悔和缺货后悔呈现相反的作用;对于高利润产品,后悔行为不对零售商造成影响。再次,对于低利润产品,高价后悔加剧了(缺货后悔缓解了)策略型消费者行为的负影响;对于高利润产品,后悔行为不影响策略型消费者行为的负影响。最后,当零售商拥有全价决策权时,零售商总是能够利用决策全价的优势来消除高价后悔的负影响或发挥缺货后悔的正影响。
文摘直播带货的快速发展,促使越来越多的企业采用直播电商的商业模式。考虑到策略型消费者的遗憾心理与退货行为会对其产生较大影响,本文引入了高价遗憾与缺货遗憾两种遗憾心理以及消费者满意度,通过构建由传统网络销售渠道和直播渠道组成的双渠道供应链,探讨了降低标价和抬高标价模式下的定价策略。研究表明:消费者的遗憾心理与满意度会影响传统渠道价格与直播价格,企业可针对其作出最优定价;主播影响力的增加使制造商的利润提高,零售商的利润先降低后提高;产品退货成本的增加使零售商的利润提高,而制造商则相反;高价遗憾的增加使零售商与制造商的利润提高,而缺货遗憾增加会使二者利润都降低。The rapid development of live streaming has prompted more and more enterprises to adopt the business model of live streaming e-commerce. Considering that regret psychology and return behavior of strategic consumers will have a great impact on them, this paper introduces two kinds of regret psychology, high price regret and shortage regret, and consumer satisfaction. By constructing a dual-channel supply chain consisting of traditional online sales channels and live broadcast channels, this paper discusses the pricing strategy under the model of lower price tag and higher price tag. The results show that consumers’ regret psychology and satisfaction will affect the price of traditional channels and the price of live broadcast, and enterprises can make the optimal pricing according to them;The increase of anchor influence makes the profit of manufacturers increase, while the profit of retailers decreases first and then increases. The increase in the cost of returning products makes retailers more profitable and manufacturers less so. The increase of high price regrets increases the profits of retailers and manufacturers, while the increase of out of stock regrets decreases the profits of both.
