Pricing Decision of E-Commerce Supply Chains with Return and Online Review of Product Quality

Yuyan WANG, Luping DING, T.C.E. CHENG, Dexia WANG
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Abstract

The online review function helps consumers grasp more real product information and reduce the possibility of returning, but it may also damage firms' reputations or profits. However, few studies considered the relationship between online reviews and consumer returns. Based on this, we develop an e-commerce supply chain (E-SC) game model consisting of a single manufacturer and a single e-platform, aiming to explore the relationship between consumer returns and online reviews and to analyze the impact on both the decision-making of E-SC members and their profits. We find that there is a negative relationship between consumer returns and online reviews of product quality, and consumer returns make the pricing decisions in the two scenarios of yes/no online reviews move toward two different directions. Only when the online review is positive and higher than a certain threshold will it have a positive impact on sales and E-SC members' profits. Finally, we design a new "commission joint returns and quality improvement costs sharing" contract to optimize the decentralized model with online reviews, and we find that the higher the accuracy of product information, the less conducive the contract applied to E-SC.

考虑退货和在线质量评审的电子商务供应链定价决策
在线评论功能可以帮助消费者掌握更多真实的产品信息,减少退货的可能性,但也可能损害企业的声誉或利润。然而,很少有研究考虑到在线评论和消费者回报之间的关系。在此基础上,我们建立了一个由单一制造商和单一电子平台组成的电子商务供应链博弈模型,旨在探索消费者退货与在线评论之间的关系,并分析其对电子商务供应链成员决策和利润的影响。我们发现消费者退货与产品质量在线评论之间存在负相关关系,并且消费者退货使得在线评论为“是”/“否”两种场景下的定价决策走向两个不同的方向。只有在线评价是积极的,并且高于一定的阈值,才会对销售和E-SC会员的利润产生积极的影响。最后,我们设计了一种新的“佣金联合回报和质量改进成本分担”的契约来优化带有在线评论的分散模型,我们发现产品信息的准确性越高,契约越不利于E-SC的应用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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