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

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。

Abstract: 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.