On Pricing Problem of Two-Channel Reverse Supply Chain Considering Consumer Psychology under “Internet +” Environment

In recent years, “Internet +” and e-commerce technology have had a profound impact on the recycling industry. Consumer psychology, as the most important factor in the positive sales chain, has received little attention in the recycling field. Based on the consumer's acceptance of online recycling channels and sensitivity to recycling prices, this paper investigates a two-channel reverse supply chain system consisting of the brand owner and a dismantling center. Firstly, the pricing strategy model, which takes consumer psychology into account, is established based on the Stackelberg game. It is found that the consumer's acceptance of the online recycling channel will reduce the profit of the dismantling center, but has no effect on the profit of the brand owner. Consumers' sensitivity to price will increase the profits of both the brand owner and the dismantling center, and will also make the optimal pricing of both parties tend to be fixed. Finally, the simulation experiment is carried out to verify the influence of psychological indicators on the pricing strategy and profit of the brand owner and dismantling center, and the optimal pricing strategy of both models is obtained after the online acceptance index and price sensitivity index are determined.