Aiming to investigate whether a fresh produce e-tailer should implement the strategy of advance selling considering the behavior of consumers' risk aversion, we build a two-stage newsvendor decision-making model and further explore how the advance selling value is affected by factors, such as the freshness-keeping cost and the effect of demand information updating on reducing demand uncertainty. The results indicate that adopting advance selling strategy benefits the e-tailer or not depends on consumer risk aversion and the effect of demand information updating on reducing demand uncertainty. The increasing effect of demand information updating on reducing demand uncertainty is conducive to improving the value of advance selling, and the freshness-keeping cost may increase or decrease the value of advance selling. Besides, adopting the strategy of advance selling may benefit both the e-tailer and the consumers under certain conditions.

中文翻译：

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需求不确定、消费者规避风险的生鲜电商提前销售

为了探讨考虑消费者风险厌恶行为的生鲜电商是否应该实施预售策略，我们构建了两阶段报贩决策模型，并进一步探讨了预售价值受因素的影响，例如保鲜成本以及需求信息更新对降低需求不确定性的影响。研究结果表明，采用预售策略对网络零售商是否有利，取决于消费者的风险厌恶程度以及需求信息更新对降低需求不确定性的影响。需求信息更新对降低需求不确定性的作用增强，有利于提高预售价值，保鲜成本可能会增加或减少预售价值。此外，在一定条件下，采取预售策略可能对网络零售商和消费者都有利。