中文摘要：

网络购物中,消费者购买前后对产品的感知价值常出现有偏差的现象,这会影响消费者需求并会导致退货行为.消费者购买前后感知价值可以分为两种关系:购买前后感知价值互相独立,和购买前后感知价值互相依赖.针对这两种关系分别建模,构建了相应的卖方期望利润函数,给出了最优订货量解析解;分析了这两种模型下的最优决策和期望利润的大小关系,发现每种模型的期望利润只可能是条件最优,并给出了判断条件;最后结合算例分析了当价格内生时,消费者感知价值分布特点对卖方最优定价、订货量和利润的影响.

英文摘要：

Valuation bias ,i .e .,sonsumers’ initial valuation before purchasing that is different from the true valuation after purchasing ,often occurs in online shopping and will lead to consumers’ returns and further affect sellers’ selling strategies . Two relationships between consumers’ initial valuation and the true valuation are considered : the mutual independence between the initial valuation and the true valuation ,or their mutual dependence . First , based on these relationships , two corresponding models were built and optimal ordering quantity were given ;then ,the optimal decisions and expected profits are analyzed in the two models ,and it was found that each model can only be conditionally optimal and the benchmark of the two models was given ;finally ,through numerical study ,the effect of the characteristics of consumers’ valuation distribution on sellers’ optimal pricing ,ordering quantity and profit was analyzed .