Along with the quick development of e-commerce, different payment schemes are provided to online consumers to improve their shopping experience. Currently, the payment schemes can be divided into two categories, one is pay-to-order, and the other is pay-on-delivery. Payment scheme directly affects consumers’ behavior and e-tailer’s pricing decision in e-commerce. In this paper, we characterize the consumers’ purchase and returns behavior with consumer utility function, build the e-tailer’s profit functions and solve them to obtain the optimal pricing decisions, both in the condition of pay-to-order and dual scheme (including both pay-to-order and pay-on-delivery). We find that managers can affect consumers’ decision on choosing payment scheme by adjusting the e-tail price. We demonstrate the transfer of payment scheme, along with the transaction cost and return cost. Sensitivity analysis is provided to tell e-commerce managers that they should consider the influence of the e-purchase cost, together with the characteristic of both consumers and products when designing the payment scheme.

随着电子商务的快速发展，为在线消费者提供了不同的支付方案，以改善他们的购物体验。目前，支付方式可以分为两类，一类是按订单付款，一类是货到付款。支付方案直接影响电子商务中消费者的行为和电子零售商的定价决策。在本文中，我们用消费者效用函数刻画了消费者的购买和退货行为，构建了电子零售商的利润函数并求解它们以获得最优定价决策，无论是按订单付款还是双重方案（包括按订单付款和货到付款）。我们发现管理者可以通过调整电子零售价格来影响消费者选择支付方案的决定。我们演示了转移支付方案，以及交易成本和退货成本。敏感性分析告诉电子商务管理者，他们在设计支付方案时应该考虑电子采购成本的影响，以及消费者和产品的特性。