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Pricing, ordering, and quick response for online sellers in the presence of consumer disappointment aversion

发布时间: 2020-07-06
主题:  Pricing, ordering, and quick response for online sellers in the presence of consumer disappointment aversion主讲人:  段永瑞地点:  腾讯会议时间:  2020-07-06 13:30:00组织单位:   管理学院

主讲人简介:段永瑞,女,同济大学经济与管理学院管理科学与工程系教授,博士生导师。主要从事服务运营管理和供应链管理方面的研究。在Journal of Operations Management,Operations Research,《管理科学学报》《管理世界》等期刊发表60多篇论文。2013年入选上海市曙光人才计划,2012年入选上海市浦江人才计划。

报告简介: Consumers are usually uncertain about the product value in the online channel. They may feel disappointed if the outcome is worse than their prior expectation. This paper explores the effect of consumer disappointment aversion on the online seller’s decisions about pricing, ordering and quick response, where the seller can implement either a partial-coverage strategy or a full-coverage strategy. We identify conditions under which the seller should choose a partial-coverage strategy to target only “high-value” consumers. Furthermore, we show that disappointment aversion has a significant impact on the employment of quick response. In particular, when the degree of disappointment aversion is sufficiently high, the seller who implements a no-refund policy should not adopt quick response. Finally, we find that the effect of consumers’ disappointment aversion on the seller’s profit depends on the latter’s return policy. If the seller doesn’t offer refund to consumers, disappointment aversion is always detrimental to the seller. However, a seller who offers a full refund to consumers may benefit from disappointment aversion. Particularly, it is profitable to adopt a full-refund policy when disappointment aversion and salvage value exceed certain thresholds.

撰写:周静