| Summary: | 碩士 === 國立成功大學 === 工業與資訊管理學系 === 104 === Firms use new marketing strategies, such as a probabilistic selling strategy, rather than traditional marketing ones in the current competitive market. Under the probabilistic selling strategy, a retailer adopts probabilistic selling strategy by using the existing two or more distinct products. This study proposes a Hotelling model, in which a retail offers probabilistic goods to consumers, examines the effects that word of mouth has on consumers with different risk attitudes, and integrates consumers’ subjective probability and risk aversion in the proposed model to obtain the optimal selling strategy for probabilistic goods. The retailer offers the two component products A and B and considers three strategies with a standard Hotelling model. Consumers have to consider the product’s selling price, word of mouth, and degree of risk aversion and then compare their perceived utility to decide which product they want to purchase. Thus, the retailer has to investigate customers’ purchasing behavior and determines whether to sell the probabilistic goods or not. By analyzing the three strategies with consideration of the risk aversive customers, the obtained results show that Traditional Strategy is not affected by the degree of risk aversion, but selling probabilistic goods is affected by the degree of risk aversion. In the condition of the word of mouth, the customer considers the effects of word of mouth and decides whether to purchase the product or not. This study also analyzes other related factors to show differences.
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