考虑策略型消费者遗憾心理与退货的直播定价策略
Live Pricing Strategy Considering Strategic Consumer Regret Psychology and Return

直播带货的快速发展，促使越来越多的企业采用直播电商的商业模式。考虑到策略型消费者的遗憾心理与退货行为会对其产生较大影响，本文引入了高价遗憾与缺货遗憾两种遗憾心理以及消费者满意度，通过构建由传统网络销售渠道和直播渠道组成的双渠道供应链，探讨了降低标价和抬高标价模式下的定价策略。研究表明：消费者的遗憾心理与满意度会影响传统渠道价格与直播价格，企业可针对其作出最优定价；主播影响力的增加使制造商的利润提高，零售商的利润先降低后提高；产品退货成本的增加使零售商的利润提高，而制造商则相反；高价遗憾的增加使零售商与制造商的利润提高，而缺货遗憾增加会使二者利润都降低。
The rapid development of live streaming has prompted more and more enterprises to adopt the business model of live streaming e-commerce. Considering that regret psychology and return behavior of strategic consumers will have a great impact on them, this paper introduces two kinds of regret psychology, high price regret and shortage regret, and consumer satisfaction. By constructing a dual-channel supply chain consisting of traditional online sales channels and live broadcast channels, this paper discusses the pricing strategy under the model of lower price tag and higher price tag. The results show that consumers’ regret psychology and satisfaction will affect the price of traditional channels and the price of live broadcast, and enterprises can make the optimal pricing according to them; The increase of anchor influence makes the profit of manufacturers increase, while the profit of retailers decreases first and then increases. The increase in the cost of returning products makes retailers more profitable and manufacturers less so. The increase of high price regrets increases the profits of retailers and manufacturers, while the increase of out of stock regrets decreases the profits of both.