期刊
ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
卷 25, 期 -, 页码 16-28出版社
ELSEVIER
DOI: 10.1016/j.elerap.2017.05.001
关键词
Return-freight insurance; Online product review; Product fit uncertainty; Return policy
资金
- Natural Science Foundation of China [71431002, 71421001]
To resolve online shopping disputes with product return, some insurance companies have developed a new type of insurance called return-freight insurance to compensate consumers' loss of return-freight fees. Traditional insurance-premium determination (such as support vector machines) has not fully merged all e-commerce factors, such as the product-fit uncertainty of online shopping, that could affect both insurance demand and return quantity. Based on these traits, we develop a profit-maximization model in terms of certain market-reaction parameters, especially product-fit uncertainty, and calculate the optimal pricing strategy, including both the insurance premium and the compensation. Using prospect theory, we explain why online product review could influence insurance applicants' risk-averse behavior in the e-commerce situation. Then we solve for the reasonable premium and compensation given online product reviews from the insurance company's perspective and obtain a number of managerial guidelines for using marketing and operational-strategy variables to influence those reaction parameters so as to obtain the maximum benefit from the market. Interestingly, when consumers' sensitivity to product-fit uncertainty is moderate, an increase in product-fit uncertainty moves insurance premium and compensation in the opposite direction. (c) 2017 Elsevier B.V. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据