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系統識別號 U0026-2708201717152800
論文名稱(中文) 電子商務上具折扣優惠之退貨政策
論文名稱(英文) Research on Return Policy with Discount in E-commerce
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩士在職專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 105
學期 2
出版年 106
研究生(中文) 陳佑慎
研究生(英文) Yu-Shen Chen
學號 R37041286
學位類別 碩士
語文別 中文
論文頁數 41頁
口試委員 指導教授-謝中奇
口試委員-王泰裕
口試委員-朱大中
口試委員-陳梁軒
中文關鍵字 消費者異質性  退貨政策  電子商務  賽局理論 
英文關鍵字 consumer preferences  return policy  e-commerce  game theory 
學科別分類
中文摘要 網路購物的發展已日趨便捷且具多樣化,幾乎任何東西均能在網路平台上被找到。不過,消費者購買未實際看過的實體商品,往往會在收到商品後,可能因某些因素而產生退貨的念頭。現行多數電子商務平台所執行的退貨政策均為退貨免運費的方式,因此,只要有退貨的情況就會造成賣方需吸收商品的來回物流費用而產生負利潤。倘若採用折扣優惠式的退貨政策可吸引消費者購買且降低被退貨的負利潤之成效,本研究期望藉由評估折扣優惠式退貨政策的制定,來吸引顧客購買與達到降低退貨所產生的負利潤風險。
本研究以此觀點出發,而架構研究情境為市場上存在兩個零售商,並提供免運費退貨政策與折扣優惠式退貨政策的競爭環境,且消費者均勻分布在市場上,消費者具有個人偏好而形成異質性消費者,其對退貨政策的偏好不同而影響消費者的購買決策。
研究結果發現β值提升對利潤有著正向的影響,提高β值可從優化販售於網路上商品的標示,如多角度的商品示意圖、資訊更透明化、附上消費者親身使用經驗分享,來提高β值。在策略上的選擇,若有多提供折扣優惠式退貨政策對利潤上是絕對的正向幫助,這兩種方案皆會有消費者進行選擇,在折扣優惠式退貨政策上對於零售商來說,若商品退貨了也不會產生負利潤,故多提供折扣優惠式退貨政策是必要的選擇。
英文摘要 The development of online shopping has become increasingly convenient and diversified that almost any merchandise can be found on the Internet platform. It is quite common in e-commerce that if the consumers are not satisfied after receiving their orders for certain reasons, they might want to return the goods. Most of the implementation of the return policy adopted by the e-commerce platforms in Taiwan offers free return shipping. This means that the sellers absorb the logistics costs of the returned goods. This study aims to assess the return policy with discount to evaluate if the return policy with discount can be used to attract consumers to buy products and reduce the negative effects of returned goods. The study is based on the existence of two retailers and the consumers are equally distributed on the market in a competitive environment. Two return policies are considered: One is a free shipping return policy, and the other is a return policy with discount. In addition, consumers have different preferences on return policy which influences their purchase decisions. This study discusses the impact of the changing marketing environment of return policy through parametric analysis. We found that the proportion of consumers who are more likely to find the products a good fit has a positive impact on the profit. An increase of this proportion will improve the sales of goods on the Internet.
論文目次 中文摘要 i
英文摘要 ii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程與架構 4
第二章 文獻探討 5
2.1 退貨政策 5
2.2 折扣促銷與衝動性購買 7
2.3 消費者效用函式 9
2.3.1 消費者異質性 9
2.3.2 效用函式 9
2.4 小結 10
第三章 模型建構與發展 11
3.1 研究情境描述 11
3.1.1 情境假設 12
3.1.2 符號定義 13
3.2 消費者效用函式 14
3.3 需求與模型利潤函式建立 16
3.3.1 模型一:兩個零售商皆無提供折扣式退貨政策 16
3.3.2 模型二:僅零售商一多提供B退貨政策,零售商二無提供 17
3.3.3 模型三:零售商一與零售商二皆多提供B退貨政策 19
3.4 均衡決策分析 21
3.4.1 模型一:兩個零售商皆無提供折扣式退貨政策 21
3.4.2 模型二:僅零售商一多提供B退貨政策,零售商二無提供 22
3.4.3 模型三:零售商一與零售商二多提供B退貨政策 23
3.5 小結 24
第四章 參數分析 25
4.1 參數設定 25
4.1.1 參數變動範圍設定 26
4.2模型一下之參數分析 27
4.3模型二下之參數分析 28
4.4模型三下之參數分析 33
4.5小結 34
第五章 結論與未來研究方向 36
5.1結論 36
5.2未來研究方向 37
參考文獻 39
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