考虑无缺陷退货的在线商品信息发布策略

doi:10.12005/orms.2017.0066

运筹与管理 ›› 2017, Vol. 26 ›› Issue (3): 123-130.DOI: 10.12005/orms.2017.0066

考虑无缺陷退货的在线商品信息发布策略

张涛^1,2, 李刚¹, 罗美玲³, 黄冯凤⁴

1.西安交通大学管理学院,机械制造系统工程国家重点实验室,过程控制与效率工程教育部重点实验室,陕西西安 710049;2.香港城市大学商学院管理科学系,香港;
3.成都理工大学管理科学学院,四川成都 610059;
4.香港理工大学工业及系统工程学系,香港

收稿日期:2014-12-23 出版日期:2017-03-25
作者简介::张涛(1989-),男,博士研究生,研究方向为供应链管理与电子商务;李刚(1973-),通讯作者,男,教授,研究方向为供应链管理,制造与服务运营管理等。
基金资助:
国家自然科学基金资助项目(61174171,71571140);中央高校基本科研业务费专项资金资助项目

Online Product Information Disclosure Strategies with False Failure Returns

ZHANG Tao^1,2, LI Gang¹, LUO Mei-ling³, HUANG Feng-feng⁴

1.The Management School of Xi’an Jiaotong University, The State Key Lab for Manufacturing Systems Engineering, The Key Lab of the Ministry of Education for Process Control & Efficiency Engineering, Xi’an 710049, China;
2.Department of Management Science, City University of Hong Kong, Kowloon Tong, Hong Kong;
3.The Management Science School of Chengdu University of Technology, Chengdu 610059, China;
4.Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

Received:2014-12-23 Online:2017-03-25

摘要/Abstract

摘要： 消费者网络购物面临的不确定性往往导致非质量原因的退货。合理发布产品信息,并提供退货保障,是网络零售商促进消费者购买和提高利润的有效策略。基于消费者效用理论和博弈论,构建了产品信息影响消费者购买和退货模型,研究了零售商在垄断和竞争情形下的产品信息发布决策问题,发现垄断性零售商的最优信息发布策略和竞争性零售商在发布产品信息量和信息内容方面的均衡策略均取决于产品价值和退货成本特征,提出了不同市场结构下基于产品特征的在线商品信息发布策略。

关键词: 电子商务, 产品信息发布, 博弈论, 无缺陷退货

Abstract: The uncertainty faced by consumers usually results in false failure returns when they purchase products online. For the online retailer, making a proper information disclosure strategy and providing a reasonable money back guarantee are effective measures to promote sales and increase profit. Based on consumer utility theory and game theory, this paper conducts a stylized model, which shows how the firm influences customers’ uncertainty and return probability by disclosing product information. By analyzing firm’s optimal information strategy in monopolistic and duopolistic cases, this paper suggests firm’s strategy is determined by product characteristics, which are related to product value and return cost. This paper generates implications of product information disclosure for online retailers.

Key words: e-commerce, product information disclosure, game theory, false failure returns

中图分类号:

C931

张涛, 李刚, 罗美玲, 黄冯凤. 考虑无缺陷退货的在线商品信息发布策略[J]. 运筹与管理, 2017, 26(3): 123-130.

ZHANG Tao, LI Gang, LUO Mei-ling, HUANG Feng-feng. Online Product Information Disclosure Strategies with False Failure Returns[J]. Operations Research and Management Science, 2017, 26(3): 123-130.

参考文献

[1] Gajanan S, Basuroy S. Multichannel retailing and its implications on consumer shopping behavior[J]. Journal of Shopping Center Research, 2007, 14(2): 1-28.
[2] 贾涛,徐渝.基于无缺陷退货的供应链成本补贴策略[J].运筹与管理,2007,16(1):131-136.
[3] Davis S, Gerstner E, Hagerty M. Money back guarantees in retailing: matching products to consumer tastes[J]. Journal of Retailing, 1995, 71(1): 7-22.
[4] 杨鹏,孙俊清,王亦虹,等.基于最优控制的无质量缺陷退货决策[J].运筹与管理,2014,23(4):139-143.
[5] 申成霖,张新鑫.电子商务环境下无缺陷退货政策[J].工业工程,2011,14(3):55-59.
[6] Ofek E, Katona Z, Sarvary M. “Bricks and clicks”: the impact of product returns on the strategies of multichannel retailers[J]. Marketing Science, 2011, 30(1): 42-60.
[7] Grossman S J. The Informational role of warranties and private disclosure about product quality[J]. Journal of Law and Economics, 1981, 24(3): 461-483.
[8] Milgrom P R. Good news and bad news: representation theorems and applications[J]. The Bell Journal of Economics, 1981, 12(2): 380-391.
[9] Hotz V J, Xiao M. Strategic information disclosure: the case of multiattribute products with heterogeneous consumers[J]. Economic Inquiry, 2013, 51(1): 865-881.
[10] Sun M. Disclosing multiple product attributes[J]. Journal of Economics & Management Strategy, 2011, 20(1): 195-224.
[11] Prasad A, Stecke K E, Zhao X. Advance selling by a newsvendor retailer[J]. Production and Operations Management, 2011, 20(1): 129-142.
[12] Fay S, Xie J. Probabilistic goods: a creative way of selling products and services[J]. Marketing Science, 2008, 27(4): 674-690.
[13] 王崇,刘健,吴价宝.网络环境下消费者感知效用模型的构建与研究[J].中国管理科学,2011,19(3):94-102.
[14] 叶乃沂,周蝶.消费者网络购物感知风险概念及测量模型研究[J].管理工程学报,2014,28(4):88-94.
[15] Johnson J P, Myatt D P. On the simple economics of advertising, marketing, and product design[J]. The American Economic Review, 2006, 96(3): 756-784.
[16] Chen Y, Xie J. Online consumer review: word-of-mouth as a new element of marketing communication mix[J]. Management Science, 2008, 54(3): 477-491.
[17] Chu L, Zhang H. Optimal preorder strategy with endogenous information control[J]. Management Science, 2011, 57(6): 1055-1077.
[18] Gu Z, Xie Y. Facilitating fit revelation in the competitive market[J]. Management Science, 2013, 59(5): 1196-1212.
[19] Sun M, Tyagi R. Disclosing product-match information in a distribution channel[ ]. Working Paper, 2014, Boston University.
[20] Shulman J D, Coughlan A T, Savaskan R C. Optimal restocking fees and information provision in an integrated demand-supply model of product returns[J]. Manufacturing & Service Operations Management, 2009, 11(4): 577-594.
[21] Hotelling H. Stability in competition[J]. The Economic Journal, 1929, 39(153): 41-57.
[22] Syam N B, Ruan R, Hess J D. Customized products: a competitive analysis[J]. Marketing Science, 2005, 24(4): 569-584.

考虑无缺陷退货的在线商品信息发布策略

Online Product Information Disclosure Strategies with False Failure Returns

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

编辑推荐

Metrics

[1]	刘晓丽, 杨红. 基于关系契约视角的农户与农产品电子商务企业合作机制演化博弈分析[J]. 运筹与管理, 2021, 30(6): 96-102.
[2]	尤天慧, 刘春怡, 曹兵兵. 考虑成员风险态度的零售商资金约束闭环供应链定价与回收决策[J]. 运筹与管理, 2021, 30(4): 10-17.
[3]	姚佼, 唐庆云, 陈学敏, 郭晓峰, 熊杨辉. 基于DEA-博弈论模型的铁路电子车票实名制查验评价分析[J]. 运筹与管理, 2021, 30(3): 165-170.
[4]	刘国山, 刁海璨. 高科技企业与知识型员工劳资之间的薪酬博弈模型[J]. 运筹与管理, 2021, 30(10): 6-10.
[5]	侯剑, 白雪斌, 周艳明. 供应链金融借贷市场中均衡解的存在性研究[J]. 运筹与管理, 2021, 30(10): 102-106.
[6]	陈圻. 通用竞争战略研究方法论的历史反思——一个基于博弈与约束优化建模的新研究架构[J]. 运筹与管理, 2021, 30(1): 71-81.
[7]	姜明, 李洪心, 刘德海. 基于电子商务B2B平台的个性化定制产品供应链治理结构重复博弈分析[J]. 运筹与管理, 2020, 29(8): 45-51.
[8]	张丽, 王向向, 李佳鑫. 电商生态系统中核心种群间信用机制的动态演化博弈[J]. 运筹与管理, 2020, 29(4): 93-101.
[9]	王洪利. 基于元胞自动机的电子商务平台知识产权监管的演化分析[J]. 运筹与管理, 2020, 29(3): 209-216.
[10]	张根明, 张曼宁. 基于演化博弈模型的产学研创新联盟稳定性分析[J]. 运筹与管理, 2020, 29(12): 67-73.
[11]	陈军. 考虑消费者选择行为的农产品质量分级博弈分析[J]. 运筹与管理, 2020, 29(10): 68-75.
[12]	李森彪, 邢文杰. 双边市场下商家和电子商务平台的演化博弈分析[J]. 运筹与管理, 2019, 28(9): 75-84.
[13]	张鹤冰,袭希,白世贞. 基于贝叶斯网络的中国电子商务信用风险因素研究[J]. 运筹与管理, 2019, 28(5): 99-107.
[14]	崔志伟, 高丽君, 曾庆超. 基于FDI收益分成视角的FTA网络演化[J]. 运筹与管理, 2019, 28(3): 1-6.
[15]	郭皓月, 樊重俊, 李君昌, 王来, 吴海春, 杨云鹏. 考虑内外因素的电子商务产业与大数据产业协同演化研究[J]. 运筹与管理, 2019, 28(3): 191-199.