退货担保服务在提高普通消费者购买产品信心的同时,也可能被机会主义消费者所利用,损害商家的收益.文章探讨了市场上同时存在两类消费者(普通消费者和机会主义消费者)时商家的退货担保服务策略.经研究发现,相较于不提供退货担保服务,低价的退货担保服务能增加两类消费者的产品购买意愿;除商家制定的退货担保服务价格过低的情形外,提供退货担保服务的产品收益总是高于不提供退货担保的产品收益;除市场中机会主义消费者较多且产品体验价值较高的情形外,提供退货担保服务的产品价格总高于不提供退货担保服务的产品价格.此外,若商家针对不同类型消费者制定差异化的退货担保服务服务价格,将能够消除由消费者机会主义行为导致的负面影响.

Offering return insurance service can encourage more consumers to purchase the product, but it may also increase opportunistic consumers' wardrobing behavior. This paper studies the optimal return and insurance service strategies for online retailers in the presence of both regular consumers and opportunistic consumers. Through theoretical analyses we find that in comparison to the situation when not offering return insurance service, a low price of the return insurance service will promote consumer purchase; meanwhile, except for the situation where the price is relatively low, offering return insurance service will always increase the retailer's profit. Besides, the retailer offering return insurance service will always set a higher product price except when the consumers' wardrobing behavior is high and the product's trial value is high. Interestingly, it is also found that offering return insurance with price discrimination to different types of consumers can eliminate the negative effect of opportunistic wardrobing behavior.