Research On Return Strategy Of Online Retailer Based On Consumer Return Behavior

With the development of consumer behavior theory,the research of consumer behavior in the field of operations management has become a hot issue in recent years.Among them,the importance of the study of consumer return behavior is increasingly prominent in the increasingly relaxed return environment.It is the core issue for the business to pay attention to how to make a return policy which can guarantee the maximum benefit of the online retailer.Based on the above background,through literature review,comprehensive operation mathematical model and example analysis method,the classical newsboy model as the starting point,with the expectations utility of consumers to reflect the market demand effect,the inertia and opportunistic behavior who is the most representative as the research object,according to the current situation of preference theory and opportunism theory,respectively,inertia and fraudulent returns behavior into the profit model,and starting from the two dimensions of breadth and depth,the retailer's expected profit function were constructed,studied the influence of inert behavior and opportunistic behavior on line retailers return policy,the retailer's optimal pricing,the optimal return price,optimal order quantity.Studies have shown that inertia reduces the effectiveness of the return strategy,forcing online retailers to lower sales prices and increase returns prices.Fraudulent consumers fully enjoy the "no reason return" strategy which will increase consumer expectations and enable online retailers to set high sales prices and reduce orders.Through the example analysis,it is found that the inertia behavior does not have a positive effect on the retailer's income.When the proportion of inertia customer is higher,the online retailer's income decreases.Fraudulent behavior will damage the interests of retailers,with the increase of success rate,the lower the level of profitability of online retailers,online retailers should develop more stringent audit formulated to reduce fraudulent return frequency.The introduction of return freight insurance to online retailers reduces consumer returns and improves profitability.