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Pricing of Complementary Products in Online Purchasing under Return Policy
Journal of Theoretical and Applied Electronic Commerce Research ( IF 5.318 ) Pub Date : 2021-06-02 , DOI: 10.3390/jtaer16050097
Ata Allah Taleizadeh , Shima Rezvan Beydokhti , Leopoldo Eduardo Cárdenas-Barrón , Somayeh Najafi-Ghobadi

In online purchasing, customers may return products due to dissatisfaction with the quality of the product, and receive a refund based on the return policy, which is determined by online distributors. Online distributors can offer generous policies to attract more customers, but at the cost of reducing total profits. In this paper, the effect of the pricing and quality of complementary products (products sold together with other items) in online selling under the return policy is investigated. For this purpose, a mathematical model is developed to obtain optimal values for selling price, refund amount, and quality of products. Based on analytical results, a solution algorithm is proposed to solve the numerical examples and perform sensitivity analysis. Findings reveal that, while increasing the sensitivity of demand with respect to the refund amount, the price, quality, and refund on returned products should be increased. In addition, the online distributor should increase the quality of products when customers are more sensitive to the quality of products. Among other results, the selling price is shown to be negatively affected by demand elasticity with respect to price. In this situation, the online distributor should reduce the quality level and the refund amount for returned products to avoid a sharp decline in profit. In addition, when the quality cost is high, the price and quality should be decreased and the refund amount unchanged.

中文翻译:

退货政策下在线购买中补充产品的定价

在线购买时,客户可能因对产品质量不满意而退货,并根据在线经销商确定的退货政策获得退款。在线分销商可以提供慷慨的政策来吸引更多的客户,但以降低总利润为代价。在本文中,研究了退货政策下在线销售中互补产品(与其他商品一​​起销售的产品)的定价和质量的影响。为此,开发了一个数学模型,以获得产品售价、退款金额和质量的最佳值。根据分析结果,提出了求解数值算例并进行敏感性分析的求解算法。调查结果表明,在提高需求对退款金额的敏感度的同时,还应提高退货产品的价格、质量和退款。此外,当客户对产品质量较为敏感时,在线经销商应提高产品质量。在其他结果中,销售价格显示出受到与价格相关的需求弹性的负面影响。在这种情况下,网络经销商应降低退货产品的质量等级和退款金额,以避免利润急剧下降。此外,当质量成本较高时,应降低价格和质量,并保持退款金额不变。当客户对产品质量更加敏感时,在线分销商应该提高产品质量。在其他结果中,销售价格显示出受到与价格相关的需求弹性的负面影响。在这种情况下,网络经销商应降低退货产品的质量等级和退款金额,以避免利润急剧下降。此外,当质量成本较高时,应降低价格和质量,并保持退款金额不变。当客户对产品质量更加敏感时,在线分销商应该提高产品质量。在其他结果中,销售价格显示出受到与价格相关的需求弹性的负面影响。在这种情况下,网络经销商应降低退货产品的质量等级和退款金额,以避免利润急剧下降。此外,当质量成本较高时,应降低价格和质量,并保持退款金额不变。
更新日期:2021-06-02
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