CAJ | 학술논문

考虑顾客和零售商均有损失厌恶心理，基于前景理论，分析了顾客损失厌恶心理对零售商决策的影响，以及补偿契约对顾客的激励问题。得到结论：顾客损失厌恶导致零售商效用、零售价格和订货量下降，并给顾客造成负面影响；然而，在补偿契约下，零售商损失厌恶使得顾客损失厌恶给顾客造成正面影响，顾客损失厌恶越强，补偿契约减少顾客损失厌恶对顾客的负面影响较显著；补偿契约提高了零售商效用、零售价格、订货量和需求量，弱化顾客损失厌恶给零售商的负面影响，当补偿金额在一定区间时，才可能提高顾客效用，满足顾客和零售商共赢。以上结论对于家电等行业的企业决策具有借鉴意义。
고필고객화령수상균유손실염악심리，기우전경이론，분석료고객손실염악심리대령수상결책적영향，이급보상계약대고객적격려문제。득도결론：고객손실염악도치령수상효용、령수개격화정화량하강，병급고객조성부면영향；연이，재보상계약하，령수상손실염악사득고객손실염악급고객조성정면영향，고객손실염악월강，보상계약감소고객손실염악대고객적부면영향교현저；보상계약제고료령수상효용、령수개격、정화량화수구량，약화고객손실염악급령수상적부면영향，당보상금액재일정구간시，재가능제고고객효용，만족고객화령수상공영。이상결론대우가전등행업적기업결책구유차감의의。
Loss-aversion customer and loss-averse retailer are considered in this paper, based on the prospect theory, effect on retailer's decisions by customer’s loss-aversion and stimulation issues of compensation contract for customers are analyzed, conclusions are as follows: customer’s loss-aversion leads retailer’s profit, retail price and order quantity to decrease, and brings unfavorable effect to customer; but retailer’s loss-aversion leads favorable effect to customer by customer’s loss-aversion under compensation contract, when customer’s loss-aversion is greater, compensation contract can obviously weaken unfavorable effect on customer by customer’s loss-aversion; compensation contract can improve retailer’s utility, retail price, order and demand, weaken unfavorable effect on retailer by customer’s loss-aversion, when compensation does not surpass the certain limit, compensation contract can improve customer’s utility and achieve win-win for retailer and customer. These conclusions have reference significance to decisions of industries, for example, appliances.