关键词: 溢价预售, 后悔行为, 退货策略, 不确定估价

Abstract: This paper suggests that retailer can provide three kinds of advance selling strategies when the demand of products and the valuation of consumers are uncertain: no return allowed, no sale after return and resale after return, and the influence of consumer regret behavior on the retailer’s pre-sale price, order quantity, return amount and pre-sale strategy selection is discussed. The results show thatthe stronger the action regret behavior is, the lower the pre-sale price is, the more unfavorable it is to the retailer’s revenue. The stronger the waiting regret behavior is, the higher the pre-sale price is, the more favorable it is to the retailer’s revenue. Therefore, the retailer can maintain a certain product out-of-stock rate during the regular sale period to enhance consumers’ waiting regret behavior. It is always better for retailers to provide return service than not. Whether retailers resell the returned products depends on the cost of the returned products.

Key words: premium pre-sale, regret behavior, return strategy, uncertain valuation