摘要
研究了消费者预期后悔行为下企业的定价和产品质量创新问题。对于创新产品,由于消费者对创新属性的不了解,导致在购买时有概率产生"转换购买后悔"。反之,在购买原有产品时有概率产生"重复购买后悔"。考虑在位者和进入者分别提供现有产品和创新产品的竞争市场,市场中的消费者存在预期后悔行为。构建了进入者对创新产品的价格和质量决策,以及在位者对现有产品的价格决策模型。得到了模型的最优解,分析了预期后悔行为对最优价格、创新质量和利润的影响。结果表明,转换购买后悔对厂商利润有消极影响,而重复购买后悔对厂商利润有积极影响。重复购买后悔会促进进入者的产品质量创新,而转换购买后悔会阻碍产品质量创新。
The pricing and quality decisions under consumer’s anticipated regret were studied.For the innovative product,since the consumers were unfamiliar with the new features,the purchase of the product might lead to switching regret.On the other hand,the purchase of the old product might lead to repeat-purchase regret.Consider a competitive market consists of an entrant who provided the innovative product,and an incumbent who provided the old product.Besides,the consumer had the anticipated regret behavior.The entrant’s pricing and quality decision model on innovative product were constructed,along with the incumbent’s pricing decision model on old product.The optimal decisions of the problem were derived,and the impact of consumer’s anticipated regret on firm’s pricing and quality decision and profit was further studied.The results indicate that the switching regret is harmful to the firm’s profit,whereas the repeat-purchase regret can benefit the firm’s profit.Furthermore,the repeat-purchase regret has positive impact on the entrant’s innovative decision.However,the repeat-purchase regret has negative impact on the entrant’s innovative decision.
作者
段永瑞
徐超
刘晶晶
DUAN Yongrui;XU Chao;LIU Jingjing(School of Economic and Management,Tongji University,Shanghai 200092,China)
出处
《工业工程与管理》
北大核心
2021年第3期185-194,共10页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71771179)。
关键词
预期后悔
产品创新
定价
创新质量
anticipated regret
product innovation
pricing
quality improvement
