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
Traditional expected utility theory suggests that decision-makers are completely rational,but a large number of experiments and empirical studies have shown that decision-makers will be influenced by their perception ...Traditional expected utility theory suggests that decision-makers are completely rational,but a large number of experiments and empirical studies have shown that decision-makers will be influenced by their perception of psychological and other factors,is bounded rationality when making decisions.This paper will be based on regret theory,considering the influence of retailer’regret factor on their order quantity in a single cycle,and providing corresponding measures which supplier can take to weaken the influence of retail regret.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Traditional expected utility theory suggests that decision-makers are completely rational,but a large number of experiments and empirical studies have shown that decision-makers will be influenced by their perception of psychological and other factors,is bounded rationality when making decisions.This paper will be based on regret theory,considering the influence of retailer’regret factor on their order quantity in a single cycle,and providing corresponding measures which supplier can take to weaken the influence of retail regret.
