Research on Freight Insurance Sharing Mechanism and Supply Chain Pricing with Consumer Risk Aversion
Taking into account consumers'return behavior,risk aversion attitude and sensitivity to freight insurance value,the Stackelberg price game models under four different freight insurance sharing mode,namely retailer,consumer,retailer and consumer,retailer and manufacturer,are established to investigate pricing decisions of supply chain and the optimal return freight insurance strategy of the online retailer.The results show that low return rate and high freight insurance sensitivity can improve the overall profit of supply chain.When the return rate is low,the online retailer takes the initiative to buy freight insurance for consumers,is better than that letting the consumers buy it themselves.Freight insurance sharing mechanism cannot achieve sup-ply chain coordination.
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