【作者】 陈彬；

【导师】 肖婷婷；

【作者基本信息】 哈尔滨工业大学 ， 工商管理， 2023， 硕士

【摘要】 近年来,网络平台技术和运行的成熟为直播电商这一新型零售商的发展提供了便利条件,网红主播在直播中销售产品逐渐兴起成为一种新的商业模式。消费者在选择传统渠道和直播渠道购买时往往不确定自己对直播渠道的偏好,只有在购买和使用直播间售卖产品后才会了解自己对直播间的偏好程度。在这种不确定性下做出的购买决定,会导致消费者预期后悔。预期后悔行为是指消费者在做当前购买决定时会考虑到购买后后悔的潜在影响。这将影响消费者在传统零售商和直播间零售商之间的选择。本文建立渠道竞争情况下不考虑预期后悔和考虑预期后悔的两种以传统零售商为主导的供应链决策模型,得到传统零售商和直播间零售商的均衡决策,进而分析消费者预期后悔敏感度、消费者异质性、直播营销努力敏感度等因素对定价和直播营销努力决策以及利润的影响。并在扩展研究中进一步考虑了渠道整合情形以及批发价格情形,得到了两种情形下的均衡决策,并分析了消费者预期后悔敏感度等因素对传统零售商开辟直播渠道以及制造商定价决策的影响。研究结果表明:传统零售商与直播间零售商竞争时,传统零售商的售价并不总是高于直播间零售商售价,会根据消费者预期后悔的不同大小情况不同;消费者直播营销努力敏感度和预期后悔敏感度会负面影响传统零售商决策及利润;当消费者对直播渠道产品的评价差异较大时直播间零售商定价时会随着预期后悔敏感度的增大先减少后增加,高预期后悔敏感度会导致直播间零售商利润增加,但高直播营销努力敏感度不一定有利于直播间零售商利润;两零售商均应采取措施降低消费者异质性。在渠道整合情况下,预期后悔并不一定会损害传统零售商利润,各项决策(除直播营销努力外)及利润随预期后悔敏感性均有一个先降后升的趋势;此时消费者的直播偏好差异越大,对传统零售商来说越有利。批发价格内生情况下,制造商应斟酌对传统零售商的批发价格定价,直播营销努力敏感度和预期后悔会给制造商带来积极影响,但制造商也应投入努力减少消费者对于直播间渠道的认知差异以获得更大的利润。直播营销努力投入水平在任何情况下均与预期后悔和消费者异质性呈正相关。更多还原

【Abstract】 In recent years,the maturity of network platform technology and operation has facilitated the development of live e-commerce,a new type of retailer,and the gradual rise of netizen anchors selling products in live broadcasts has become a new business model.Consumers are often uncertain of their preference for live channels when choosing between traditional and live channels for purchase,and only after purchasing and using products sold in live streams do they understand the extent of their preference for live ecommerce.Purchase decisions made under this uncertainty can lead to consumer anticipated regret.Anticipated regret behavior is the potential impact of post-purchase regret that consumers will consider when making their current purchase decisions.This will affect the consumer’s choice between traditional retailers and live stream retailers.In this paper,we develop two traditional retailer-driven supply chain decision models without and with anticipated regret in the case of channel competition,and obtain the equilibrium decisions of traditional retailers and live stream retailers,and then analyze the effects of consumer anticipated regret sensitivity,consumer heterogeneity,and marketing effort sensitivity on pricing and marketing effort decisions as well as profits.And in an extended study,the channel integration case as well as the wholesale price case are further considered to obtain the equilibrium decisions in both cases and to analyze the effects of factors such as consumer anticipated regret sensitivity on the opening of the live channel by traditional retailers as well as the pricing decisions of manufacturers.The results show that: when traditional retailers compete with live stream retailers,the selling price of traditional retailers is not always higher than the selling price of live stream retailers,but will vary according to the size of consumers’ anticipated regret;the sensitivity of marketing efforts and anticipated regret sensitivity will negatively affect traditional retailers’ decisions and profits;when consumers’ evaluation of live channel products is more different live stream retailers’ pricing will decrease and then increase as the anticipated regret sensitivity increases;high anticipated regret sensitivity will lead to increased profits for live stream retailers,but high live marketing effort sensitivity does not necessarily benefit live stream retailer profits;both retailers should take measures to reduce consumer heterogeneity.In the channel integration case,anticipated regret does not necessarily harm traditional retailer profits,and all decisions(except live marketing effort)and profits have a tendency to first decrease and then increase with anticipated regret sensitivity;the greater the difference in consumers’ live preferences at this time,the more favorable for traditional retailers.In the case of endogenous wholesale prices,manufacturers should price wholesale prices to traditional retailers at their discretion.Live marketing effort sensitivity and anticipated regret will positively impact manufacturers,but manufacturers should also invest effort to reduce the difference in consumer perceptions of the inter-live channel for greater profitability.Live marketing effort engagement levels are positively associated with anticipated regret and consumer heterogeneity in all cases.更多还原