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A structural model of purchases, returns, and return-based targeting strategies
Journal of the Academy of Marketing Science ( IF 18.2 ) Pub Date : 2021-03-11 , DOI: 10.1007/s11747-020-00761-z
Jialie Chen

Despite the importance of product returns, several less well understood issues still remain. In this paper, we propose a dynamic structural model that characterizes consumers’ sequential shopping trips for purchases and/or returns. We calibrate our proposed model to individual panel data in which we observe each consumer’s sequential shopping trips, including the number of products purchased and/or returned at each trip. Through our simulations, we find that product returns can also lead to desirable outcomes for retailers and that the ability to return purchased products incentivizes consumers to make more shopping trips and thus purchase more. Motivated by these observations, we also examine two possible return-based targeting policies: (1) targeted reduction of return cost and (2) targeted price promotion on return trips.



中文翻译:

购买,退货和基于退货的定位策略的结构模型

尽管产品退货很重要,但仍然存在一些鲜为人知的问题。在本文中,我们提出了一个动态的结构模型,该模型描述了消费者针对购买和/或退货的顺序购物行程。我们将我们建议的模型校准为单独的面板数据,在该数据中我们观察每个消费者的顺序购物行程,包括每次行程购买和/或退回的产品数量。通过我们的模拟,我们发现产品退货还可以为零售商带来理想的结果,并且退还所购买产品的能力可以激励消费者进行更多的购物旅行,从而增加购买量。基于这些观察结果,我们还研究了两种可能的基于回程的定向策略:(1)有针对性的降低回程成本;(2)进行有针对性的价格回程促销。

更新日期:2021-03-11
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