考虑包围式购买行为下在线零售商最优退货策略  

Return Strategies for Online Retailers Considering Bracketing Purchase Behavior

作　　者：薛雨薇 蒋平剑 李静[1] Yuwei Xue;Pingjian Jiang;Jing Li(Business School,University of Shanghai for Science and Technology,Shanghai)

机构地区：[1]上海理工大学管理学院,上海

出　　处：《运筹与模糊学》2024年第5期65-75,共11页Operations Research and Fuzziology

摘　　要：为应对新兴的消费者包围式购买行为,在线零售商在三种不同退货策略(仅允许退货、提供运费险和赠送运费险)中决策。在考虑消费者包围式购买行为、商品折旧损失以及退货运费险的情况下,构建了零售商退货策略模型。研究发现,商家赠送运费险时产品价格最高,仅提供退货时产品价格最低。当商品折旧损失、退货成本以及运费险保费确定时,市场中包围式购买者数量在一定范围内,赠送运费险为在线零售商最优退货策略,而包围式购买者比例继续增加时,最优退货策略转变为仅提供退货服务。To address the emerging consumer behavior of bracketing,online retailers are making decisions among three different return policies:allowing returns only,offering return-freight insurance purchase options,and providing free complimentary return-freight insurance.A retailer return policy model is constructed considering consumer bracketing purchase behavior,product depreciation losses,and return-freight insurance costs.The study finds that product prices are highest when retailers offer free complimentary return-freight insurance and lowest when only returns are allowed.When the product depreciation loss,return costs,and insurance premiums are fixed,if the number of bracketing purchase behavior consumers in the market is within a certain range,offering free complimentary return-freight insurance is the optimal return strategy for online retailers.However,as the proportion of bracketing purchase behavior consumers continues to increase,the optimal return strategy shifts to only providing a return service.

关 键 词：包围式购买 退货运费险 最优退货策略 

分 类 号：F27[经济管理—企业管理]