在退货条件下网络零售商的产品夸大描述策略研究
发布时间：2018-09-01 09:30
【摘要】：现今网络零售中,大部分网络零售商都会提供全额退货政策并以此来降低顾客网上购物的风险感知,并保证产品拥有较高的质量水平。考虑顾客所不了解的新产品,顾客只能通过网络商家所提供的信息来判断是否购买该产品。一方面,相比于实体零售,由于缺乏试用和全面了解产品的机会,网络零售商可以利用产品的非对称信息对产品进行夸大性描述,从而吸引顾客购买,并增加顾客对产品的购前满意度感知。而另一方面,在退货政策普遍提供的情况下,夸大描述将可能导致商家遭受一个更高的退货率,这将对商家造成不利影响。本文研究的目的在于从网络零售商利润最大化的角度出发,是否应该对产品进行夸大描述以及最优的夸大程度如何。 本文通过对国内外学者在顾客退货、产品描述、顾客满意度方面的回顾,基于经典模型构建网络零售商利润模型,通过模型分析、算例分析,创新性地分别讨论了完全垄断的网络零售商和双头垄断网络零售商的夸大描述的最优策略。结论证实了在某些条件下网络零售商确实有对产品夸大描述的动机,并且通过夸大描述可以获得更多的利润。通过结论可以得知某些产品退货率居高不下的深层原因可能是由于网络商家夸大描述带来的收益可能比退货损失要高。关于本文对网络零售商夸大描述的研究,一方面为网络零售商提供了决策意见,另一方面论证夸大描述存在的可能性,给顾客和政策制定者提供参考。
[Abstract]:Nowadays, in online retail, most online retailers will provide full return policy to reduce the risk perception of customers online shopping, and to ensure that the product has a high quality level. Considering a new product that customers do not understand, customers can only decide whether to buy the product by the information provided by the online merchants. On the one hand, compared to physical retail, because of the lack of trial and comprehensive understanding of the product, online retailers can use the asymmetric information of the product to inflate the product to attract customers to buy. And increase customer's perception of pre-purchase satisfaction. On the other hand, overstated descriptions may lead to a higher return rate in the context of generally available return policies, which will have a negative impact on businesses. The purpose of this paper is to study whether the product should be exaggerated and the optimal degree of exaggeration from the point of view of maximizing the profit of the network retailer. Based on the review of domestic and foreign scholars in terms of customer return, product description and customer satisfaction, this paper constructs a profit model of online retailer based on classical model. In this paper, we discuss the optimal strategy of the overstated description of the completely monopolized online retailer and the duopoly online retailer respectively. The conclusion proves that under some conditions, online retailers do have the motivation to exaggerate the product description, and they can make more profit by exaggerating the product description. Through the conclusion we can know that the deep reason for the high return rate of some products may be that the profits brought by the overstated description of some products may be higher than the return losses. On the one hand, it provides decision advice for online retailers, on the other hand, it demonstrates the possibility of exaggeration description, and provides reference for customers and policy makers.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F724.6
本文编号：2216776
[Abstract]:Nowadays, in online retail, most online retailers will provide full return policy to reduce the risk perception of customers online shopping, and to ensure that the product has a high quality level. Considering a new product that customers do not understand, customers can only decide whether to buy the product by the information provided by the online merchants. On the one hand, compared to physical retail, because of the lack of trial and comprehensive understanding of the product, online retailers can use the asymmetric information of the product to inflate the product to attract customers to buy. And increase customer's perception of pre-purchase satisfaction. On the other hand, overstated descriptions may lead to a higher return rate in the context of generally available return policies, which will have a negative impact on businesses. The purpose of this paper is to study whether the product should be exaggerated and the optimal degree of exaggeration from the point of view of maximizing the profit of the network retailer. Based on the review of domestic and foreign scholars in terms of customer return, product description and customer satisfaction, this paper constructs a profit model of online retailer based on classical model. In this paper, we discuss the optimal strategy of the overstated description of the completely monopolized online retailer and the duopoly online retailer respectively. The conclusion proves that under some conditions, online retailers do have the motivation to exaggerate the product description, and they can make more profit by exaggerating the product description. Through the conclusion we can know that the deep reason for the high return rate of some products may be that the profits brought by the overstated description of some products may be higher than the return losses. On the one hand, it provides decision advice for online retailers, on the other hand, it demonstrates the possibility of exaggeration description, and provides reference for customers and policy makers.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F724.6
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