消費者購買新產品時其認知價值具不確定性，通常在使用過後才會了解該產品是否符合期待，因此企業有責任提供退貨服務以處理此類消費風險。此外，基於環保與營利的前提，將退貨產品賦予新的價值也是企業有利可圖的方法之一。本研究探討製造商於產品銷售初期販售新品，而顧客對於新品存有認知價值不確定性，購買後若不滿意，則顧客可將產品退回製造商，讓製造商在下一個產品銷售期以再製品名義與新品一同販售。另外，我們假設市場上的顧客具有不同的消費行為，分別為短視型與前瞻型。短視型顧客僅考慮當期產品效用，而前瞻型顧客則會考慮延遲購買是否有更為有利。
本研究以顧客認知價值不確定性與差異化消費行為建構數學模型，並針對回收數量與再製品需求之管理，提供製造商兩種策略進行產品定價。透過數值分析我們觀察參數變化對製造商決策與利潤之影響，發現變動顧客滿意機率時，製造商面對兩類型顧客之決策趨勢會產生差異，但對總利潤皆為正向影響；變動再製品偏好時，製造商面對兩類型顧客決策趨勢基本上相同，對總利潤也呈正向影響，但根據製造商採取不同的策略，決策趨勢會產生差異。最後比較製造商面對兩類顧客之獲利表現，我們發現短視型顧客所帶來的利潤較高，前瞻型顧客對於製造商獲利具有負面影響，且當顧客愈有耐心等待對製造商獲利傷害愈大。

Customers usually have valuation uncertainty toward new products. They will realize whether the new products are fit or not after they purchase and use them. Thus, firms have responsibility to offer return service that mitigates customers’ valuation risk. In this thesis, a selling season consists of two periods. A manufacturer sells new products in the first period. Due to valuation uncertainty, customers will return the new products if they buy the new products and find them unfit in the first period. The manufacturer then collects these returned products and sells them as remanufactured products, along with new products, in the second period.

This thesis considers two customer types: myopic customers and forward-looking customers. This study proposes two dynamic pricing models to analyze the pricing decisions of the manufacturer when facing myopic and forward-looking customers, respectively. And, under each customer type, it provides two pricing strategies conditional to market environments. The numerical analysis revealed that there exist some threshold values of the parameters that cause the manufacturer to switch the pricing strategies, and that forward-looking behavior harms the profit of the manufacturer.

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