網際網路的盛行和配銷通路的發達加速了虛擬通路時代的來臨，致使消費者的消費型態產生了極大的變化。消費者改變平常的消費型態，針對網路購物、電視購物、型錄購物產生極大的興趣。本研究主要的對象是鎖定在網路購物、電視購物、型錄購物、郵購的有一定銷售週期的商品而言，因為消費者無法在購買前看到商品的實體，所以會有一定比率的顧客在一定的時間內選擇退貨，這對其銷售商來說是一個重要的問題來決定最佳訂購量。

本研究係針對報童模式加以考慮售出之商品如果不符合顧客的需求或是商品本身有瑕疵，顧客可以在一定的時間內退回銷售商，銷售商會退回部份或全部的金額。銷售商會把那些退回的商品做檢測、測試，如果商品沒有損壞並且還在銷售季節內，銷售商會再次販賣那些被退回的商品。如果商品在銷售季節結束後還沒有被售出，它將會有一定的剩餘價值。銷售商必須在銷售季節開始前做出需求的訂單給供應商並且決定其數量。如果在銷售季節中，商品發生缺貨的情形，供應商會有一定的缺貨成本，但是供應商可以選擇緊急補貨的策略。經由模式建構和實證分析後，可以發現傳統報童模式的訂購量已經不符合最大利潤，當退回率越大時，傳統報童模式的訂購量將會與真正的最佳訂購量差距越大，而各模式的最佳訂購量必須依照不同的情況來決定。

The prevalence of the Internet and the prosperity of the Logistics accelerate the coming of the virtual route, causing consumer’s consumption attitude to change. Consumer changes the usual attitude and have great interested in Internet Shopping, TV Home Shopping, and Catalogue Shopping. This research focuses on the product which has the certain selling period in Internet Shopping, TV Home Shopping, and Catalogue Shopping. Because consumer can’t see and touch the product before purchasing, a certain ratio of consumer will choose to return them to retailer in certain time. It is an important question for retailer to decide the optimal ordering quantity.

This research focuses on the newsboy model that consider the selling product which not satisfy the consumer’s demand or the selling product is defect, consumer has right to return the product to the retailer and retailer will pay back its partial or full price. Retailer will inspect and test the returning product, if the returning product does not damage in selling period, retailer will sell it again. But the product which is not sold out in selling period, it has a certain salvage value. Retailer has to decide the ordering quantity to its supplier before the selling period. If the product is sold out in selling period, retailer has an emergency supply option. By constructing and analyzing the model, we can find the ordering quantity of the traditional newsboy model is not suit our model, when the returning rate is more, the ordering quantity of the traditional newsboy model is far from the optimal ordering quantity, and each model has its own optimal ordering quantity in different situation.

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