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

摘要：

消费者的预期后悔行为对企业定价决策有显著影响。在混合型消费者市场中，采用消费者剩余理论，分别构建动态定价和承诺定价策略下不考虑和考虑预期后悔时的决策模型，探究企业的最优定价策略选择问题。研究表明：当清算期产品可获得率较低时，若不考虑预期后悔，企业总是选择承诺定价策略；若考虑预期后悔且消费者对高价后悔敏感度较高，则企业转向采取动态定价策略。当清算期产品可获得率较高时，选择两种定价策略无差异。动态定价策略下，当消费者对高价后悔更敏感且清算期产品可获得率中等，或消费者对缺货后悔更敏感且清算期产品可获得率较低时，考虑预期后悔对企业是有利的；承诺定价策略下，当消费者对缺货后悔更敏感时，考虑预期后悔对企业总是有利的。

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