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网络购物中,消费者购买前后对产品的感知价值常出现有偏差的现象,这会影响消费者需求并会导致退货行为.消费者购买前后感知价值可以分为两种关系:购买前后感知价值互相独立,和购买前后感知价值互相依赖.针对这两种关系分别建模,构建了相应的卖方期望利润函数,给出了最优订货量解析解;分析了这两种模型下的最优决策和期望利润的大小关系,发现每种模型的期望利润只可能是条件最优,并给出了判断条件;最后结合算例分析了当价格内生时,消费者感知价值分布特点对卖方最优定价、订货量和利润的影响.
In online shopping, perceived value of products before and after consumers often appear deviation, which will affect consumer demand and lead to return behavior.People perceive value before and after consumers can be divided into two kinds of relationship: the perceived value before and after the purchase of each other Independence and perceived value before and after purchase are interdependent.According to these two relations respectively modeling the corresponding expectant profit function of the seller and constructing the analytical solution of the optimal order quantity and analyzing the optimal decision-making under these two models Expected profits of the size of the relationship and found that the expected profit of each model may only be the best conditions, and gives the conditions to judge; Finally, an example is analyzed with the price endogenous, the consumer perceived value distribution characteristics of the seller optimal pricing , The impact of orders and profits.