A laboratory exploration for multi-period perishable food pricing
A laboratory exploration for multi-period perishable food pricing
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DOI：
10.1108/bfj-12-2014-0434
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发表时间：
2015-07
影响因子：
3.3
通讯作者：
Xiaohuan Wang;Z. Fan;Yiming Wang;Manning Li
中科院分区：
文献类型：
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作者：
Xiaohuan Wang;Z. Fan;Yiming Wang;Manning Li
目的——本文的目的是提出一种考虑消费者价格公平感知的易腐食品多周期动态定价策略。研究多时段零售价格、食品新鲜度和库存短缺风险对消费者异质支付意愿（WTP）及其战略购买行为的影响。设计/方法/途径——作者提出了易腐食品的价格优化模型，并进行了实验室实验来证明该理论模型的合理性。通过相关分析和非参数检验对收集的数据进行分析。研究结果——获得的结果表明，首先，食品新鲜度和库存短缺风险对消费者的异质支付意愿有影响。其次，不同的零售价格导致消费者的策略性购买行为。最后，消费者的跨期价格公平感知和食品零售商的长期效用最大化可以通过制定多周期动态定价策略来实现。练习...
Purpose – The purpose of this paper is to put forward a multi-period dynamic pricing strategy for perishable food considering consumers’ price fairness perception. The impacts of the multi-period retail price, food freshness and inventory shortage risk on consumers’ heterogeneous willingness to pay (WTP) and their strategic purchasing behaviours are studied. Design/methodology/approach – The authors present a price optimization model for perishable food, and conduct a laboratory experiment to justify the theoretical model. The data collected are analysed by correlation analysis and nonparametric test. Findings – The results obtained reveal, first, food freshness and inventory shortage risk have effect on consumers’ heterogeneous WTP. Second, different retail prices lead to consumers’ strategically purchasing behaviours. Finally, consumers’ intertemporal price fairness perception and the food retailer’s long-term utility maximization can be achieved by developing multi-period dynamic pricing strategy. Prac...