孙忠锋,魏来

• 1:莆田学院商学院

• 2:拉曼大学工商与金融学院

• 
  

摘要(Abstract)：

电子商务时代，线上渠道销售体验型产品时，经常赠送或出售样品供消费者试用体验。基于这一现实背景，以一个在线直销制造商为研究对象，对比提供样品试用与否的策略选择，确立了免费试用和收费试用策略的产品与样品定价及适用条件。结果表明，样品成本、消费者损失厌恶行为的强度、消费者组成结构和产品估值不确定性程度等决定了各策略的可行区域；不确定性的降低削弱了样品试用策略的适用性，损失厌恶度的增加有利于免费试用策略，但对收费试用策略的影响存在两面性。企业应精心设计试用样品，积极评估适用性更强的收费试用策略并完善配套服务，以获取最佳收益。

关键词(KeyWords)： 体验型产品;线上渠道试用;损失厌恶;不确定性

基金项目(Foundation): 福建省社会科学基金项目“双维社会学习下新产品预售进入及顾客引导机制研究”（FJ2022BF031）

作者(Author): 孙忠锋,魏来

DOI: 10.19473/j.cnki.1008-4940.2024.01.013

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