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在传统零售行业,质量越好退货越少,退货政策的慷慨程度通常被用作消费者识别商家质量水平的一个依据.一般理论认为,无理由退货通常是质量水平高的商家采用的慷慨退货政策.但在如今的在线零售领域,绝大多数的在线零售商都承诺无理由退货,显然基于传统零售的退货政策理论已不适用于新环境下的在线零售.为了找到在电子商务环境下,无理由退货在哪些情况下能更大程度地增加销售利润和社会福利,文中建立了一个由垄断制造商和异质偏好消费者组成的在线零售模型.通过这一模型,发现无理由退货政策的盈利能力取决于商品质量水平,退货残值大小及消费者退货麻烦成本等因素.通过探讨质量风险与提供无理由退货的在线零售商利润间的关系,得到在特定技术成本和退货损失下,无理由退货是中等质量水平在线零售商的最佳退货处理策略.另外,在承诺无理由退货基础上增加一个策略性补偿,以使消费者接受商品而取消退货,通常是质量水平较低的在线零售商行为.
In traditional retail, the better the quality, the better the returns, and the generousness of the return policy is often used as a basis for consumers to identify the quality of merchants.Generally, the general theory is that no reason to return goods is usually a generous return policy adopted by high quality merchants But in today’s online retail arena, the vast majority of online retailers have promised no reason to return, apparently based on the traditional retail return policy theory is not suitable for the new environment of online retail.To find in the e-commerce environment, no reason Under what circumstances can returns increase sales profits and social benefits to a greater degree, an online retail model consisting of monopoly manufacturers and heterogeneous consumers is created, through which the profitability of the unjustified return policy is found Depending on the quality level of the goods, the value of the salvage value of the salvage, and the troublesome cost of the return of the consumer, etc. By exploring the relationship between the quality risk and the profits of the online retailers who provide the goods without any reason to return, there is no reason to return the goods with certain technical costs and return losses Is the best return strategy for online retailers at medium quality levels. Also, promise no Increase the return on the basis of a strategic compensation in order to be acceptable to consumers of goods and canceled the return is usually lower levels of quality online retailer behavior.