考虑退货和隐私关切的全渠道零售商定价与个性化推荐决策研究  

Research on Pricing and Personalized Recommendation Decisions for Omnichannel Retailer Considering Returns and User Privacy Concerns

作　　者：周雅莉 林锐[2] 程晋石[1] ZHOU Yali;LIN Rui;CHENG Jinshi(School of Economics and Management,Anhui Polytechnic University,Wuhu Anhui 241000,China;School of Economics and Management,Chongqing University of Arts and Sciences,Yongchuan Chongqing 402160,China)

机构地区：[1]安徽工程大学经济与管理学院,安徽芜湖241000 [2]重庆文理学院经济管理学院,重庆永川402160

出　　处：《重庆文理学院学报（社会科学版）》2024年第6期96-109,共14页Journal of Chongqing University of Arts and Sciences（Social Sciences Edition)

基　　金：安徽省哲学社会科学规划项目“再生资源回收活动奖惩政策下的成员冲突分析”(AHSKY2022D114)。

摘　　要：当前,一些零售商通过自有在线平台为用户提供BOPS(Buy Online and Pick-up in Store)全渠道购物模式和个性化推荐服务。然而,在线购物存在两个弊端:一是在线购物平台隐私信息安全事件频发,引发了用户对其个人隐私信息的担忧;二是在线购物极易造成用户与产品的不匹配,降低了用户在线购买意愿。为刺激在线购物需求,全渠道零售商可为用户提供无理由退货服务和个性化推荐关闭选项。基于无理由退货的市场背景,考虑用户的隐私关切行为,将市场划分为非隐私关切型市场、隐私关切型市场以及混合型市场三类,构建允许退货情形下全渠道零售商实施个性化推荐策略与否的六个决策模型,分析退货和隐私关切行为对全渠道零售商利润、定价和个性化推荐决策的影响。研究表明:(1)无论全渠道零售商是否实施个性化推荐策略,基本退货量、隐私关切型用户的隐私关切程度和市场占比的增加都会造成零售价格、市场销量和利润的减少;(2)实施个性化推荐策略后,全渠道零售商均可在三种市场中制定更高零售价格,且零售价格和零售商利润随个性化推荐精度敏感系数单调递增;(3)全渠道零售商采用个性化推荐策略后,非隐私关切型市场和隐私关切型市场的利润都实现了正向增长,且实施后零售商可在更高的隐私关切程度下开启在线购物平台,混合型市场下全渠道零售商实施个性化推荐策略受限制因素较多,即采用个性化推荐策略不一定有利于零售商利润增长。Currently,some retailers provide users with BOPS(Buy Online and Pick-up in Store)omni-channel shopping model and personalized recommendation service through their own online platforms.However,there are two drawbacks in online shopping.Firstly,the frequent occurrence of privacy information security incidents on online shopping platforms has caused users to worry about their personal privacy information.Secondly,online shopping can easily lead to a mismatch between users and products,reducing users’willingness to make online purchases.In order to stimulate consumers’online shopping demand,omni-channel retailer provides users with no-excuse return service and a personalized recommendation closure option.Based on the market background of no reason to return,considering the user’s privacy concern behavior,the market is divided into three categories:non-privacy concerned market,privacy concerned market,and mixed market.Six decision models are constructed to analyze the impact of return and privacy concern behavior on the profit,pricing and personalized recommendation decision of the omni-channel retailer.The study shows that:1)Whether the omni-channel retailer implements a personalized recommendation strategy or not,the increase in the basic return volume,degree of privacy concerns and market share of privacy-concerned consumers will result in a reduction in retail prices,market sales,and profits.2)After implementing the personalized recommendation strategy,the omni-channel retailer is able to set a higher retail price in each of the three types of markets,retail prices and profits of the omni-channel retailer increase monotonically with the personalized recommendation accuracy sensitivity factor.3)After the omni-channel retailer adopts the personalized recommendation strategy,the profits of the non-privacy-concerned market and the privacy-concerned market have achieved positive growth,and the retailer can open the online shopping platform at a higher degree of privacy concerns.The implementation of the personali

关 键 词：隐私关切 无理由退货 BOPS 个性化推荐 定价 

分 类 号：F272[经济管理—企业管理]