消费者后悔预期对IR技术创新策略的影响  

Impact of Consumer's Anticipated Regret on IR's Technology Innovation Strategy

作　　者：高鹏 杜建国[2] 聂佳佳[3] 陆玉梅[1] GAO Peng;DU Jian-guo;NIE Jia-jia;LU Yu-mei(School of Business,Jiangsu University of Technology,Changzhou 213001,China;School of Management ,Jiangsu University,Zhenjiang 212013,China;School of Economics and Management ,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]江苏理工学院商学院,江苏常州213001 [2]江苏大学管理学院,江苏镇江212013 [3]西南交通大学经济管理学院,四川成都610031

出　　处：《工业工程与管理》2019年第2期174-182,共9页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71471076;71673118;71672153;71440016);教育部人文社会科学基金资助项目(18YJC630059);江苏省社科应用研究精品工程立项资助项目(18SYB-096)

摘　　要：运用博弈论研究了消费者后悔预期(AR)如何影响独立再制造商(IR)的技术创新决策。在推导消费者需求函数的基础上分别构建并求解了无AR无创新(NARNX)、无AR有创新(NARX)、有AR无创新(ARNX)、有AR有创新(ARX)四个模型,并通过理论分析及数值仿真对结果进行了分析。研究表明:均衡技术创新水平及再制品需求与消费者后悔预期敏感度正相关;OEM偏好于NARNX模式,而IR的模式偏好为ARX>{ARNX,NARX}>NARNX;当消费者异质性不高时,后悔预期有助于提高供应链总利润和绿色消费者剩余,总消费者剩余和社会福利与后悔预期的关系取决于再制品期望估值的大小。Game theory is used to study how anticipated regret(AR) of customers influences the IR(Independent Remanufacturer)’s technology innovation strategy.Based on the derivation of the consumers demand function,four models,namely no-AR-no-innovation(NARNX),no-AR-innovation(NARX),AR-no-innovation(ARNX)and AR-innovation(ARX) were built and solved respectively,and theoretical analysis and numerical simulation methods were used to analyze the result.The result shows that the equilibrium level of technology innovation and demand of remanufactured product is always positively related to the sensitivity of anticipated regret.OEM prefers NARNX model most while the Model preference of IR is ARX>{ARNX,NARX}>NARNX.In addition,in the case of low consumer heterogeneity,anticipated regret is expected to increase the total profit of supply chain and green consumer surplus,but the relationship between total consumer surplus and social welfare and the sensitivity of anticipated regret will depend on the expected evaluation of remanufacturing product.

关 键 词：后悔预期 消费者异质性 再制造供应链 技术创新策略 

分 类 号：F270.5[经济管理—企业管理]