消费者公平关切行为对零售商退款保证策略的影响研究  

Impact of Customer Fairness Concern on the Decision of Money-Back Guarantee

作　　者：黄凌晨 黄宗盛[1] HUANG Lingchen;HUANG Zongsheng(School of Economics and Management,Shanghai Maritime University,Shanghai 201306)

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《系统科学与数学》2021年第9期2520-2537,共18页Journal of Systems Science and Mathematical Sciences

基　　金：国家自然科学基金(71602116);上海市浦江人才计划(2020PJC066)资助课题。

摘　　要：研究了消费者具有公平关切环境下垄断型零售商的最优定价和订货策略以及退款保证策略的选择问题.分别讨论了在零售商提供退款保证和不提供退款保证两种模型下,零售商的最优定价和订货策略.通过比较分析得到了零售商提供退款保证的条件.研究发现:零售商仅在退货产品残值高于一定值时提供退款保证才是有利的.消费者的公平关切会使得产品的价格和零售商的利润都降低.通过数值分析发现,消费者的公平关切有助于提升消费者剩余.同时,当产品残值较大时,消费者可以在零售商提供退款保证时获得更多的消费者剩余.进一步将模型拓展到供应链环境下,研究发现此时零售商提供退款保证的动机同时与产品的潜在需求及产品残值有关.当产品残值和潜在需求都较大,或者产品残值较小且潜在需求不大时,零售商可以从退款保证中获利.This paper studies the impact of customer fairness concern on the MBG(money-back guarantee) policy of the retailer.We first derive the optimal pricing strategy as well as the optimal profit of the retailer in the two models without and with MBG policy by the rational expectation equilibrium.Then,we examine the impact of the money-back guarantee by comparing the two models.The results show that customer fairness concern would reduce the price and hurt the retailer.It is beneficial for the retailer to provide a money-back guarantee when the salvage value of the returned product is larger than a threshold value.By the numerical analysis,we find that customer fairness concern can help customers gain more surplus.Besides,a larger salvage value of the returned product also leads to a larger customer surplus when the MBG is provided.We further extend our model into the supply chain scenario and find that the motivation of the retailer to provide the MBG is relevant to the salvage value and the potential demand of the product.When the salvage value and the potential demand is large or the salvage value is small and the potential demand is moderate,the retailer is beneficial to implement the MBG to customers.

关 键 词：消费者公平关切 退款保证 理性预期均衡 消费者效用 

分 类 号：F274[经济管理—企业管理]