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考虑顾客和零售商均有损失厌恶心理,基于前景理论,分析了顾客损失厌恶心理对零售商决策的影响,以及补偿契约对顾客的激励问题。得到结论:顾客损失厌恶导致零售商效用、零售价格和订货量下降,并给顾客造成负面影响;然而,在补偿契约下,零售商损失厌恶使得顾客损失厌恶给顾客造成正面影响,顾客损失厌恶越强,补偿契约减少顾客损失厌恶对顾客的负面影响较显著;补偿契约提高了零售商效用、零售价格、订货量和需求量,弱化顾客损失厌恶给零售商的负面影响,当补偿金额在一定区间时,才可能提高顾客效用,满足顾客和零售商共赢.以上结论对于家电等行业的企业决策具有借鉴意义。
Considering that both customers and retailers have aversion to disgust, based on the theory of prospect, the influence of customer loss aversion psychology on retailers’ decision-making and the compensation incentive to customers are analyzed. It is concluded that customer loss aversion leads to retailers’ utility, retail price and order quantity declining, and has a negative impact on customers. However, under the compensation contract, retailer loss aversion makes customer loss aversion positively impact customers, customer loss aversion Strong and compensatory contracts reduce customers’ negative aversion negatively to customers. Reimbursement contracts increase the retailer’s utility, retail price, order quantity and demand, and weaken the negative impact of customer loss on retailers. When the compensation amount is within a certain range When it is possible to improve customer utility to meet the win-win customers and retailers.The above conclusions for the home appliances and other industries with business reference for reference.