考虑消费者预期后悔的零售商策略选择  

Retailer’s Strategy Selection Considering Consumers’ Anticipated Regret

作　　者：官振中[1] 康怀飞 GUAN Zhenzhong;KANG Huaifei(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《工业工程》2023年第1期1-7,40,共8页Industrial Engineering Journal

基　　金：国家自然科学基金资助项目(71572154);四川省科技厅软科学资助项目(2020JDR0118)。

摘　　要：建立随机需求下的两阶段销售模型,研究消费者高价后悔和缺货后悔对零售商定价与库存决策的影响,分析两种运营策略:价格承诺和快速响应。结果表明,高价(缺货)后悔加重(减轻)消费者策略性等待行为,零售商应降低(提高)定价并减少(增加)库存;价格承诺和快速响应均能缓解消费者策略性等待行为,但两者的价值受消费者预期后悔的影响相反;价格承诺仅在补货成本高于某个阈值且消费者预期后悔敏感度低于某个阈值时优于快速响应。A two-period model considering stochastic demand is proposed, for evaluating the impact of forward-looking and regret-prone behavior of consumers on the determination of optimal price and inventory. The influence of consumers’ anticipated regret on the retailer’s optimal decision-making is studied. Besides, two strategies for guiding consumers to buy immediately are analyzed: price commitment and quick response. Results show that, high-price(stockout) regret aggravates(mitigates) strategic waiting behavior, and the retailer should decrease(increase) the price and the inventory. Both price commitment and quick response can alleviate strategic waiting behavior, but the value of the two is oppositely affected by consumers’ anticipated regret. Price commitment outperforms quick response only when the replenishment cost is above a certain threshold and consumers’ anticipated regret sensitivity is below a certain threshold.

关 键 词：策略性等待行为 高价后悔 缺货后悔 价格承诺 快速响应 

分 类 号：F270[经济管理—企业管理]