In the era of e-commerce,when experience products are sold online stores,enterprises often give away or sell samples to customers for trial.Based on this realistic background,by comparing the earnings that an online direct-selling manufacturer chooses to offer samples or not,we get the optimal product prices,sample prices and applicable conditions for free trial strategy and not-free trial strategy.The results show that the optimal feasible regions of these strategies are determined by the samples cost,strength of customers'loss aversion,consumers structure and product valuation uncertainty.The reduction of uncertainty weakens the applicability of free trial strategy,and the increase of loss aversion benefits free trial strategy,but has two-sided influence on not-free trial strategy.To obtain the best profits,enterprises should carefully design samples,actively evaluate the more applicable not-free trial strategy and improve supporting services.
维普
万方数据