消费者预期后悔对线下零售商服务提供策略的影响

摘要

本文运用博弈论研究了消费者的预期后悔(AR)如何影响双渠道竞争中线下零售商服务提供策略.在推导消费者需求函数的基础上分别构建并求解了线下商提供服务策略以及不提供服务策略时的模型,并通过理论分析以及数值仿真对结果进行了分析.研究表明:服务提供策略下消费者预期后悔会提高在线商参与市场竞争的门槛,服务水平与消费者预期后悔敏感度和消费者异质性均正相关.无论是否实施服务策略,预期后悔会降低线下商利润并提高在线商利润.服务策略的价值与预期后悔敏感度正相关,而消费者剩余与预期后悔敏感度的关系则受到消费者异质性以及消费者对在线渠道期望估值等因素的综合影响.%Game theory is used to study how the anticipated regret ( AR ) of customers influences the service provision strategy conducted by offline retailer under the dual channel competition. Based on the deduction of the consumers demand function, the model when the offline retailer does and does not offer the service is built and solved, the results are analyzed by theoretical analysis and numerical simulation. The results show that the increase of the anticipated regret will accelerate the threshold for online retailers competition, and the service level are positively related to both AR and consumer heterogeneity under the service provision strategy. No matter the service strategy is implemented or not, the existence of AR will reduce the offline retailer' s profits but increase the online retailer' s profits. The value of service strategy is positively related to sensitivity of AR, while the relationship between consumer surplus and sensitivity of AR is under the comprehensive influence of consumer heterogeneity and consumers ' expectation of online channel and other factors.