<p>Notation.</p>

Based on the theory of rational expectations equilibrium, this study examines the optimal decision-making of fresh retailer under strategic customer behavior. The paper focuses on analyzing the impact of perceived customer value on the retailer’s investment in freshness preservation and configuration in inventory, as well as how market size moderates this influence. The findings reveal that in the face of strategic customer behavior and an increased perception of value for the freshness of products nearing their sell-by date, the retailer tends to lower retail prices, which subsequently affects their enthusiasm for investment in freshness preservation efforts and inventory configuration. The influence of perceived customer value on preservation effort and inventory volume is differential and significantly moderated by market size. When the market size is large, the retailer is inclined to implement optimal preservation measures, but inventory volume may be negatively impacted. With a medium market size, the retailer reduces preservation efforts and inventory levels. However, in situations where perceived customer value is low, the retailer increases inventory volumes. When the market size is small, the impact of strategic customer behavior and perceived customer value on preservation efforts and inventory volumes more pronounced.本研究基于理性预期均衡理论，探讨策略型消费者行为下生鲜零售商的最优决策问题。本文重点分析消费者感知价值对零售商生鲜保鲜投入与库存配置的影响，以及市场规模对该影响的调节效应。研究结果表明：当面临策略型消费者行为，且消费者对临期商品的生鲜品质感知价值提升时，零售商往往会降低零售价格，进而影响其在生鲜保鲜投入与库存配置方面的积极性。消费者感知价值对保鲜投入与库存规模的影响存在异质性，且显著受市场规模的调节。当市场规模较大时，零售商倾向于采取最优保鲜策略，但库存规模可能受到负向影响；当市场规模中等时，零售商则会减少保鲜投入与库存水平，但在消费者感知价值较低的场景下，零售商反而会提升库存规模；当市场规模较小时，策略型消费者行为与消费者感知价值对保鲜投入及库存规模的影响更为显著。