主管：中国科学院
主办：中国优选法统筹法与经济数学研究会
　　　中国科学院科技战略咨询研究院
中国管理科学

中国管理科学 ›› 2026, Vol. 34 ›› Issue (5): 1-10.doi: 10.16381/j.cnki.issn1003-207x.2024.1038cstr: 32146.14.j.cnki.issn1003-207x.2023.1947

• •    下一篇

考虑策略消费者线上凑单购买行为的免邮策略研究

李犇1, 高倩2(), 郭晓龙1, 梁樑1   

  1. 1.中国科学技术大学管理学院，安徽 合肥 230026
    2.中国石油大学（华东）经济管理学院，山东 青岛 266580
  • 收稿日期:2024-06-24 修回日期:2025-01-08 出版日期:2026-05-25 发布日期:2026-04-21
  • 通讯作者: 高倩 E-mail:gaoq15@ustc.edu.cn
  • 基金资助:
    国家自然科学基金项目(72301263);国家自然科学基金项目(72271225);国家自然科学基金项目(72091215);国家自然科学基金项目(72091210);中央高校基本科研业务费专项资金项目(WK2040000084)

Contingent Free-Shipping Decisions when Considering the Merging Behavior of Strategic Consumers

Ben Li1, Qian Gao2(), Xiaolong Guo1, Liang Liang1   

  1. 1.School of Management，University of Science and Technology of China，Hefei 230026，China
    2.School of Economics and Management，China University of Petroleum，Qingdao 266580，China
  • Received:2024-06-24 Revised:2025-01-08 Online:2026-05-25 Published:2026-04-21
  • Contact: Qian Gao E-mail:gaoq15@ustc.edu.cn

RichHTML

1

PDF (PC)

7

摘要：

随着网上购物的兴起，商家的邮寄服务对消费者的购买决策具有重要的影响。为缓解物流成本压力和促进策略消费者消费，零售商通过带有门槛的免邮策略服务消费者。本文考虑消费者策略性凑单以达到免邮门槛的行为，通过构建消费者与商家之间的博弈模型，分别探讨了商家采取有偿邮寄和带有免邮门槛的邮寄服务策略时的最优决策，并分析商家的最优邮寄服务策略。研究发现：商家的最优服务策略与市场中接受凑单程度较高的消费者比例以及邮寄服务价格有关。当对凑单接受程度高的消费者比例较低时，只有在邮寄价格较高时零售商才会选择提供免邮服务；否则，选择有偿邮寄服务。而当对凑单接受程度高的消费者比例较高时，无论邮寄价格高低，零售商都会选择免邮服务；且当邮寄价格较低时，零售商反而会设置较高的免邮门槛。

关键词: 免邮策略, 策略性消费者, 凑单购买, 免邮门槛

Abstract:

With the rise of online shopping， shipping services provided by online retailers have become a key factor in consumers’ purchasing decisions. To accelerate the purchase of consumers， retailers often use contingent free-shipping offers as a marketing strategy. Under this model， consumers incur no shipping charge and enjoy free shipping as long as their order value exceeds a certain threshold； otherwise， they are charged a shipping fee. Consumers， being strategic， are motivated to buy additional items to qualify for free shipping. Therefore， it is crucial for retailers to determine the optimal online shipping strategy， considering the strategic behavior of consumers. Using a theoretical model between consumers and online retailers， both paid shipping services and contingent free-shipping services are analyzed， taking into account consumer behavior. How these two shipping options affect retailers’ decisions and identify the optimal shipping strategy is explored. The results show that retailers’ optimal shipping service depends not only on the fraction of consumers who have a high degree of recognition to merge but also on the price of the shipping service. To be specific， when there is a small fraction of consumers who have a high degree of recognition to merging， retailers will choose the contingent free-shipping service to consumers only if the price of the shipping service is high； otherwise， the paid shipping service. However， when there is a large fraction of consumers who have a high degree of recognition to merge， retailers will choose the contingent free-shipping service no matter how the price of the shipping service will be. Furthermore， retailers may set a higher threshold of free-shipping when the price of shipping service is lower. The results highlight that contingent free-shipping is not just a way for retailers to reduce the pressure of shipping expenses but a strategic tool that allows them to exploit consumer behavior to their advantage.

Key words: contingent free-shipping strategy, strategic consumers, merging behavior, free-shipping threshold

中图分类号: