考虑消费者后悔的库存及退货策略研究  

Inventory and consumer returns policies under consumers'anticipated regret

作　　者：邝云娟 傅科[2] KUANG Yun-juan;FU Ke(Department of Logistics and Maritime Studies,Faculty of Business,The Hong Kong Polytechnic University,Hong Kong,China;Lingnan(University)College,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]香港理工大学工商管理学院物流及航运学系,中国香港 [2]中山大学岭南学院,广州510275

出　　处：《管理科学学报》2021年第4期69-85,共17页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71671192,71721001,7122105);中央高校基本科研业务费专项资金资助项目.

摘　　要：消费者预期后悔对在线零售商的决策有显著影响.在考虑消费者预期后悔、需求不确定性以及是否提供退货的情况下,构建了零售商定价和库存优化模型.研究发现,当零售商不提供退货时,消费者的保留价格﹑零售商的最优价格、最优订货量和期望利润均随着迟疑后悔强度的减弱或购买后悔强度的增加而减小,零售商提供全额退款提高消费者的保留价格,并使得零售商在一定条件下不受消费者预期后悔的影响.零售商是否提供全额退款受到消费者预期后悔、消费者退货成本、产品边际成本和回收残值的综合影响:当退货成本较小且预期后悔满足一定条件时,提供退货是有利的;否则,提供全额退款会降低零售商的期望利润.研究强调在制定退货决策时考虑消费者预期后悔和退货成本的重要性.This paper studies a online retailer's pricing and inventory decisions and consumer returns policy with consideration of consumers'anticipated regret.A game-theoretical model,in which a retailer sells a single product to consumers,is developed.The retailer faces demand uncertainty and makes pricing and inventory decisions before the demand uncertainty is realized.Moreover,consumers face valuation uncertainty and may experience buyer's regret or hesitater's regret.They decide whether to purchase in anticipation of potential regret.Besides,consumers care about the retailer's return policy:If the retailer allows returns,then consumers may return the product to the retailer at a returm cost when the realized valuation is low.Several interesting results are obtained:First,in the case of no return,consumers'reservation price and the retailer's optimal price,optimal ordering quantity and expected profit decrease with the buying regret and increase with thehesitation regret,Second,although a full return policy increases consumers'reservation price and may allowthe retailer's price and quantity decisions to be independent of consumers'anticipated regret,it does not necessarily increase the retailer's expected profit.Whether a retailer should adopt a full return policy is affected by consumers'anticipated regret,returm cost,marginal cost and salvage value of the product.When the returncost is low and the expected regret satisfies certain conditions,it is beneficial to adopt a full returm policy;Otherwise,a full returm policy will decrease the retailer's profit.This study emphasizes the importance of considering the consumer's expected regret and returm cost when making product retum decisions.

关 键 词：估值不确定性 消费者预期后悔 随机需求 策略型消费者 退货 

分 类 号：F272[经济管理—企业管理]