关键词: 有限理性, 最后一公里配送服务, NL模型, Logit均衡, 排队

Abstract: To design delivery service efficiently,the equilibrium problem of last mile delivery service choice under customers bounded rationality was researched.Three situations related to delivery service were home-delivery service,attended pickup point service and unattended pickup point service.From the perspective of customers expected utility maximization,the piecewise functions of customer expected utility under different situations were proposed based on queuing model by considering factors included pickup distance,pickup time,charge,security,communication convenience and return convenience.The delivery service choice model was constructed with Nested Logit(NL) model to depict the customers bounded rationality as customers unable to make accurate calculations of their expected loss or waiting utility.Meanwhile,based on quantal response equilibria,the existence and uniqueness of Logit equilibrium in last mile delivery service system were proved.The correctness of the proposed model was demonstrated by numerical experiments,and the result also indicated that the last mile delivery service design was affected by the factors such as pickup distance,pickup time,charge and customer rational degree significantly.

Key words: bounded rationality, last mile delivery service, Nested Logit model, Logit equilibrium, queuing