| 摘要: | 在消費過程中，消費者會先確認產品的功能與外觀等因素，若符合需求才會決定購買。但透過郵購、網路購物、電視購物等管道消費，消費者因為只能透過型錄、圖片或是他人介紹的方式來了解該產品，會導致認知上的差距，使得消費者產生後悔的情形。因此許多零售商，即使是實體店家，都會針對類似產品提供退貨政策。
本篇提出一個消費者退貨政策的模型。在模型中，消費者面對不確定性的效用並且只有在購買後才能實現自己的效用。然而，消費者的效用會隨著時間下降。例如:當購買了一個產品，此產品使用愈久，會愈想更換新的，對原本擁有的產品感觀下降。在此環境下，消費者依序做兩個決定。最初，消費者決定是否購買此產品。假如他購買了，他們在觀察自己的效用之後再決定是否退還此產品。
此廠商面對消費者需求不確定性。廠商的決定包括價格，庫存數量，以及需支付的退款和退貨期限。除此之外，退貨期限與定價和賣方的存貨政策對消費行為影響進行了系統的研究。
;In the consumer-adoption process, consumer will confirm the function and appearance of products first, if it fits the requirement, they will decide whether purchase or not. However, if consumer purchase products through mail, online-shopping, TV-shopping, etc., they can only get information from these products through catalog, image or others introduced, therefore, consumers may be seized with remorse by different cognitive. Many retailers, even bricks and mortar, will provide a refund guarantee for similar products.
This paper develops a model of consumer return policies. In our model, consumers face valuation uncertainty and realize their valuations only after purchase. However, consumer’s valuation will decline from time to time after purchasing product. For example, if we brought a new product, the longer period we′ve used, the perception of the product might decline, therefore, we want to change for new products. In this environment, consumers make two decisions sequentially. Initially, they decide purchase the product. If so, they then decide whether to return it after privately observing their own valuation.
There is also aggregate demand uncertainty. The seller’s decisions include the price, the stocking quantity, as well as the refund to be paid and return deadline. In addition, the influence of the return deadline on consumers’ behavior and the pricing and the inventory policies of the seller are systematically investigated. |
