| With the rapid development of Internet and information technology,consumers are more and more inclined to shop online.As an effective marketing strategy,free shipping service has become one of the most important competitive means widely used by many online retailers.The strategy of free shipping can effectively stimulate the purchase demand of consumers and expand the market share and profit of ecommerce enterprises,but it also causes the distribution pressure of smooth logistics.Such as "double a" "12-12 network shopping festival" at low prices or discount coupons to a great extent stimulated the huge consumer demand,make the order a large increase in the discount sales period,cause the inventory backlog,widespread distribution delay phenomenon,reduce the consumer’s online service experience,this is largely affect the electric business enterprise credibility,thereby causing loss to the profit and the customer.As consumers have a certain tolerance for the actual waiting time of product delivery,it is still common for consumers to return goods due to the long waiting time.Nowadays,the problem of logistics timeliness has become a key factor to improve the delivery service of enterprises,especially in the case of low logistics timeliness such as delivery delay.So,it is necessary to study the goods delivery delay,the online retailer to cater to consumers’ satisfaction and the cost of logistics distribution under the pressure,how to set the reasonable threshold to ensure free shipping electricity business enterprise profit,the threshold set in how much is the free shipping is an important reality problem in online shopping.Based on the previous researches of scholars,this paper will analyze the influence of delivery delay time on the optimal purchase decision of consumers and the optimal free shipping threshold of online retailers from the perspective of consumers,considering the online product delivery delay in logistics time.Firstly,the consumer utility function and the consumer maximum surplus function under the situation of distribution delay are constructed according to the consumers’ delivery time of a single product,so as to obtain the consumers’ optimal purchase decision.Then,the network retailer constructs the consumer profit model according to the optimal purchase decision of the consumer,and analyzes the influence of the optimal decision of the consumer and the parameters related to the online retailer’s deliveryservice on the optimal free delivery threshold and the retailer’s maximum profit through numerical examples.The results show that the product delivery time will directly affect the optimal purchase decision of consumers,the maximum profit of online retailers and the establishment of the optimal free shipping threshold.There is a negative relationship between delivery delay and the maximum profit of ecommerce enterprises,which has a large negative impact in the short term and a flat trend in the long term.Reasonable free shipping threshold can alleviate the problem of order delay during the network e-commerce festival and also increase the profits of enterprises.Reasonable free shipping threshold will prevent consumers with low consumption desire from purchasing behavior,but stimulate consumers with high consumption desire to expand the purchase amount to reach the threshold where customers can enjoy free shipping delivery service,and delivery delay will aggravate this effect.When the free freight threshold is too high,the greater the heterogeneity of consumers’ preference for the timeliness of logistics,the greater the profit of ecommerce will be.E-commerce enterprises can raise the fixed freight appropriately,which is conducive to increase the profit of online retailers in the case of delivery delay. |
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