消费者理性预期下的线上零售商定价与退款保证策略研究  

Optimal Pricing and the Choice of Money-back Guarantees of Online Retailer with Consumer Rational Expectations

作　　者：李淑梅[1] 金亮 LI Shu-mei;JIN Liang(College of Rongzhi,Chongqing Technology and Business University,Chongqing 401320;School of Economic and Business,Nanehang University,Nanehang 330031)

机构地区：[1]重庆工商大学融智学院,重庆401320 [2]南昌大学经济管理学院,南昌330031

出　　处：《软科学》2018年第12期115-120,共6页Soft Science

基　　金：国家自然科学基金项目(71271225)

摘　　要：研究了线上零售商的退款保证策略对最优定价决策、消费者剩余以及社会福利的影响。结果表明:提供退款保证总是会导致产品需求降低,但在一定条件下,提供退款保证能够提高线上零售商和制造商的利润水平,该条件与产品符合消费者需求的概率等因素有关;在提供退款保证情形下,制造商和线上零售商的退货损失将影响其最优定价决策,当退货损失高于某一阈值时,应提高产品价格;当消费者退货成本超过某一阈值时,提供退款保证能有效提升消费者剩余和社会福利。This paper analyzes the impact of online retailer's money-back guarantee strategies on optimal pricing,consumer surplus,and social welfare.The results show that,the demand will decrease when an online retailer provides money-back guarantee.Under certain conditions,the provision of money-back guarantee can raise online retailer's profit level and manufacturer's profit level,and the conditions are related to the probability of product meeting consumer demand.At the circumstance of money-back guarantee,manufacturer's and retailer's return cost have effect on optimal product pricing,if re- turn costs exceed a certain 'threshold,a manufacturer and retailer should respectively raise product prices.When consumer return costs exceed a certain threshold,providing money-back guarantee can effectively improve consumer surplus and social welfare.

关 键 词：消费者退货 退款保证 消费者剩余 社会福利 

分 类 号：F270[经济管理—企业管理] F274[经济管理—国民经济]