考虑消费者退单行为的生鲜电商分级退款决策  

Tiered refunds for online fresh food retailing considering consumers’ cancellation behavior

作　　者：张漪[1] 胡祥培[1] 李永刚[1] ZHANG Yi;HU Xiangpei;LI Yonggang(School of Economics and Management,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学经济管理学院,大连116024

出　　处：《系统工程理论与实践》2021年第2期273-285,共13页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金创新研究群体科学基金(71421001);国家自然科学基金(71971040)。

摘　　要：针对生鲜电商企业面临的订单取消难题,考虑订单履约成本随时间变化的特点,结合消费者退单行为分析和制定分级退款最优决策以提升企业整体收益.本文首先基于经典Hotelling模型分析和刻画消费者退单行为偏好,然后构建消费者效用函数并在此基础上建立零售商的收益模型,在单一退款决策的基础上分段优化得到了最优的分级退款决策.研究发现零售商采用分级退款最优决策不仅能够提升自身收益,还可激发消费者的购买意愿提高其市场参与度,并能有效引导消费者的退单行为,显著提升收益,减少履约成本,提高顾客满意度,实现零售商和消费者的"双赢".最后,本文通过数值实验充分验证了理论结果,为生鲜电商企业制定退单退款策略提供了辅助决策支持和管理启示.In view of the order cancellation problem faced by online fresh food retail business,this paper proposes tiered refund decision model aiming to optimize the retailer’s revenue,considering consumers’ cancellation behaviors with the combination of cost varying characteristics in order fulfillment processes.Based on the classical Hotelling model,we first analyze and depict the consumer behavioral preference on the timing of cancelling orders,then construct the consumer’s utility function and establish the retailer’s revenue model,and make the optimal tiered refund decision by piecewise optimization based on the non-tiered refund decision.It is found that the retailer’s optimal decision of tiered refund can not only improve the retailer’s revenue,but also enhance consumers’ purchase intention and their market participations by taking advantage of consumers’ behavioral preferences.The optimal tiered refund strategy can achieve a "win-win" situation for both retailers and consumers.Finally,we verify the theoretical results by conducting numerical experiments,and provide extensive managerial insights.This research provides decision-making support for online fresh food retailing businesses when developing the refund strategy for order cancellations.

关 键 词：生鲜电商 订单取消 消费者行为 履约成本 分级退款 

分 类 号：F224[经济管理—国民经济]