关键词: 高价后悔, 缺货后悔, 策略型消费者, 定价策略, 产品可获得率

Abstract:

Consumers’ anticipated regret behavior has a significant impact on pricing decisions of a firm. In the hybrid consumer market, using the consumer surplus theory, a decision model is constructed under dynamic pricing and commitment pricing strategies with and without considering anticipated regret, and the optimal pricing strategy of the firm is explored. The result shows that when the product availability rate during the liquidation period is low, the firm always chooses the commitment pricing strategy without considering anticipated regret. However, when considering anticipated regret and consumers are more sensitive to high price regret, the firm turns to a dynamic pricing strategy. When the product availability rate during the liquidation period is high, there is no difference between choosing the two pricing strategies. Under the dynamic pricing strategy, when consumers are more sensitive to high price regret and product availability rate during the moderate liquidation period, or consumers are more sensitive to out-of-stock regret and product availability rate during the low liquidation period, it is beneficial for the firm to consider anticipated regret. Under the commitment pricing strategy, it is always beneficial for the firm to consider anticipated regret when consumers are more sensitive to out-of-stock regret.

Key words: high-price regret, out-of-stock regret, strategic consumers, pricing strategies, product availability