Abstract: Considering consumer anticipated regret, a model of enterprises’ new product introduction strategy is established in a market consisting of two competing enterprises offering a new product and an old product respectively. The paper studies how the anticipated regret affects the newenterprise’sproduct introduction investment, two enterprises’ pricing strategies and profits. The consumer may have switching regret if they buy the new product but the actual utility is lower than that of the old one. Similarly, the consumer may have repeat-purchase regret when repeat-purchasing the old product. The results show that the investmentwill be increased and the prices and profits will decrease as the consumers’ aversion to switching regret becomes stronger; the opposite conclusions, however, will be deduced when the repeat-purchase regret is considered. The existence of switching regret will damage bothenterprises’ profits, while the existence of repeat-purchase regret can improve their profits in this case, and the influence of the regret on the new enterprise’s profit is always greater than that on the oldenterprise. In addition, the existence of switching regret will encourage the new enterprise to increase investment.

Key words: anticipated regret, product introduction, pricing, competition

摘要： 考虑消费者预期后悔因素,在分别提供新型、旧型产品的两个企业构成的市场中,建立了企业产品推介策略模型,分析了预期后悔对企业的产品推介和定价策略及利润的影响。消费者购买新产品后实际效用低于旧产品则产生转换后悔,购买旧产品后实际效用低于新产品则产生重复购买后悔。结果表明:消费者对转换后悔的厌恶程度越大,新企业的产品推介投资越多,两个企业的价格和利润越小,而重复购买后悔厌恶时的结论则相反。相比无后悔因素的情况,转换后悔和重复购买后悔的存在分别损害和增加两个企业的利润,后悔因素对新企业利润的影响比旧企业更大。此外,转换后悔的存在会促使新企业增加产品推介投资,而重复购买后悔的存在则导致相反结论。

关键词: 预期后悔, 产品推介, 定价, 竞争