损失厌恶
斯塔克伯格竞赛
业务
风险厌恶(心理学)
微观经济学
营销
经济
期望效用假设
数理经济学
作者
Wentao Zhan,Wenting Pan,Yi Zhao,Shengyu Zhang,Yimeng Wang,Minghui Jiang
出处
期刊:Kybernetes
[Emerald (MCB UP)]
日期:2023-09-29
被引量:2
标识
DOI:10.1108/k-07-2023-1187
摘要
Purpose The return behavior of customers has a great impact on the e-retail industry and has resulted in the emergence of return-freight insurance (RI). Additionally, customer loss aversion arising from returns affects e-retailers' decisions and manufacturers' profits. Therefore, the main purpose of the authors' study is to determine how e-retailers and manufacturers choose their RI strategy and pricing according to customers' loss aversion. Design/methodology/approach The authors propose three scenarios: no RI, customer purchase RI and free e-retail RI (FRI). Meanwhile, the authors also model a Stackelberg game between e-retailers and manufacturers for analysis. Then, according to customer return behavior and loss aversion, the authors study the optimal pricing decision and RI premium allocation scheme for e-retailers and manufacturers under different scenarios. Findings It was found that the loss sensitivity reduces customers' willingness to buy RI, which is not conducive to the development of e-retailers and manufacturers. Additionally, with higher loss sensitivity, e-retailers and manufacturers offer FRI to gain higher profits, which supports the implementation of the FRI strategy. Originality/value The authors introduce customers' loss aversion into RI to analyze the optimal pricing decisions and profits of e-retailers and manufacturers, enriching the application of loss aversion theory. In addition, this study analyzes the two-way cost-sharing mechanism between manufacturers and e-retailers to provide FRI, which provides a theoretical basis for RI premium sharing.
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