網絡零售業的快速發展徹底改變了市場，帶來了效率和便利性的提升。然而，也導
致產品退貨的激增，由於消費者可能對購買的商品不滿意或遇到缺陷。本論文旨在理解新 產品退貨對由單一製造商和單一線上平台構成的分權式模型下供應鏈績效的影響。本論文 開發了四種不同的分權式模型，其中融入了各種努力來減少新產品退貨，而研究這些努力 如何影響供應鏈的整體績效。我們採用 Stackelberg game 來計算各模型閉式解，從而確 定平衡解。得到的平衡解隨後經過數值和對比分析，考慮價格、新產品退貨量、佣金和利 潤等因素。此外，我們生成可視化圖表以幫助理解結果。通過對所有四個模型的全面分析 和比較，我們觀察到，製造商和線上平台共同努力減少新產品退貨的模型可實現最佳的整 體供應鏈績效。
本研究的結果有助於理解網絡零售環境中新產品退貨與供應鏈績效之間的關係。提 出的去中心化模型和 Stackelberg game 的應用為供應鏈管理中的決策和戰略制定提供了 有價值的見解。

The rapid development of online retailing has revolutionized the market, bringing increased in efficiency and convenience. However, it has also led to a surge in product returns as consumers may not be satisfied with the purchased items or encounter defects. This thesis focuses on understanding the impact of new product returns on the performance of supply chains in the context of decentralized models comprising a single manufacturer and a single online platform. To address this issue, four different decentralized models are developed, incorporating various efforts to mitigate new product returns. The objective is to examine how these efforts influence the overall performance of the supply chains. The Stackelberg game framework is employed to compute closed form solutions for the models, enabling the determination of equilibrium solutions. The obtained equilibrium solutions are then subjected to numerical and symbolic analysis, considering factors such as price, new product return, commission, and profit. Additionally, visualizations are generated to aid in comprehending the results. Through comprehensive analysis and comparison of all four models, it is observed that the model where the manufacturer and the online platform jointly work to reduce new product returns yields the best overall supply chain performance.
The findings of this research contribute to the understanding of the dynamics between new product returns and supply chain performance in the online retailing context. The proposed decentralized models and the application of the Stackelberg game provide valuable insights for decision making and strategy formulation in the supply chain management.

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