【摘要】：現(xiàn)今網(wǎng)絡(luò)零售中,大部分網(wǎng)絡(luò)零售商都會(huì)提供全額退貨政策并以此來(lái)降低顧客網(wǎng)上購(gòu)物的風(fēng)險(xiǎn)感知,并保證產(chǎn)品擁有較高的質(zhì)量水平�？紤]顧客所不了解的新產(chǎn)品,顧客只能通過(guò)網(wǎng)絡(luò)商家所提供的信息來(lái)判斷是否購(gòu)買該產(chǎn)品。一方面,相比于實(shí)體零售,由于缺乏試用和全面了解產(chǎn)品的機(jī)會(huì),網(wǎng)絡(luò)零售商可以利用產(chǎn)品的非對(duì)稱信息對(duì)產(chǎn)品進(jìn)行夸大性描述,從而吸引顧客購(gòu)買,并增加顧客對(duì)產(chǎn)品的購(gòu)前滿意度感知。而另一方面,在退貨政策普遍提供的情況下,夸大描述將可能導(dǎo)致商家遭受一個(gè)更高的退貨率,這將對(duì)商家造成不利影響。本文研究的目的在于從網(wǎng)絡(luò)零售商利潤(rùn)最大化的角度出發(fā),是否應(yīng)該對(duì)產(chǎn)品進(jìn)行夸大描述以及最優(yōu)的夸大程度如何。 本文通過(guò)對(duì)國(guó)內(nèi)外學(xué)者在顧客退貨、產(chǎn)品描述、顧客滿意度方面的回顧,基于經(jīng)典模型構(gòu)建網(wǎng)絡(luò)零售商利潤(rùn)模型,通過(guò)模型分析、算例分析,創(chuàng)新性地分別討論了完全壟斷的網(wǎng)絡(luò)零售商和雙頭壟斷網(wǎng)絡(luò)零售商的夸大描述的最優(yōu)策略。結(jié)論證實(shí)了在某些條件下網(wǎng)絡(luò)零售商確實(shí)有對(duì)產(chǎn)品夸大描述的動(dòng)機(jī),并且通過(guò)夸大描述可以獲得更多的利潤(rùn)。通過(guò)結(jié)論可以得知某些產(chǎn)品退貨率居高不下的深層原因可能是由于網(wǎng)絡(luò)商家夸大描述帶來(lái)的收益可能比退貨損失要高。關(guān)于本文對(duì)網(wǎng)絡(luò)零售商夸大描述的研究,一方面為網(wǎng)絡(luò)零售商提供了決策意見(jiàn),另一方面論證夸大描述存在的可能性,給顧客和政策制定者提供參考。
[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.
【學(xué)位授予單位】：中國(guó)科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.2;F724.6

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