淘宝网C2C零售中产品与物流服务的分割定价及实证分析

摘要

针对淘宝网C2C零售中产品与物流服务的分割报价形式，基于消费者网购的策略选择行为，构建需求模型，研究使商家利润最大化的定价决策，并通过网上数据采集进行实证分析。研究结论表明：首先，若消费者承担退货责任需支付的费用小于其上界值，即使卖家无任何过错，也会发生投机的退货行为；当大于其下界值，虽然存在投机的退货行为，但总的购买需求不为零。其次，物流服务质量高和产品描述一致性高的商家，可以适当调低产品价格和物流服务价格以促进订货量和购买量的快速增长，从而实现销售利润的增加。再次，只有当物流服务质量和产品描述一致性超过各自的阀值，订货量才能转化为实际的购买需求。%In this paper, in light of the form of segmented price quotation of the products and logistics services in the Taobao C2C retailing business and on the basis of the online shopping strategy selection behaviors of the consumers, we built a demand model, studied the price decisions to maximize the profit of the businesses, and conducted an empirical analysis on the basis of online data collected. At the end, we discussed the implications of the conclusions reached through the analysis.