基于战略顾客行为的跨渠道退货研究  

Cross-channel Return Policies that Take Strategic Customers Behavior into Account

作　　者：杨光勇[1] 计国君[1] Yang Guangyong;Ji Guojun(School of Management,Xiamen University,Xiamen 361005)

机构地区：[1]厦门大学管理学院,厦门361005

出　　处：《管理评论》2022年第11期157-166,共10页Management Review

基　　金：国家自然科学基金面上项目(71872158,71871197,71571151)

摘　　要：跨渠道零售商提供退货保证能降低顾客购买产品的后悔性,但是,顾客退货是导致零售商运营管理复杂化与利润率下降的重要因素。此外,战略顾客行为(即顾客在更长时间内理性选择购买时机的行为)同样影响跨渠道零售商。因此,如何设计战略顾客行为下的退货策略是跨渠道零售商面对的新挑战。基于此,文中研究了基准策略(不允许退货)、原渠道退货策略(只能通过购买渠道退货)与跨渠道退货策略(线上购买-线下退货)。结论表明:产品数量(包括线上渠道与线下渠道数量)依赖产品匹配程度与退货策略,和退款无关;此外,若线上渠道与线下渠道满足顾客要求的程度均较低,跨渠道退货策略更有利于零售商;若这两类渠道的匹配程度较高,跨渠道退货甚至原渠道退货都不利于零售商。Multichannel retailers sell products through online and offline channels,and provide return guarantee to reduce customers’post-purchase regret.However,goods return by customers is a key factor that makes retailing complex and profit margin decline.In addition,strategic customer behavior(i.e.,customers’rational choice of purchase time in a longer period of time)also affects multichannel retailers.Therefore,the design of goods return policies in relation to strategic customer behavior has a profound impact on multichannel retailers.Aiming at these issues,we examine the base model(no return allowed),the original channel return policy and the cross-channel return policy(online purchase and offline return).Our results show that the quantity of products(including the quantity of online and offline channels)depends on the probability of product meeting the customers’expectations and does not depend on the refund offered;in addition,if both the match probability of the online and offline channels are relatively low,the cross-channel return policy is conducive to improving the seller’s profit;if the match probability of both channels is high,cross-channel return policy and even original channel return policy may hurt the seller.

关 键 词：跨渠道 再销售 退款 购买成本 

分 类 号：F274[经济管理—企业管理]