社会学习和参照点效应对企业产品决策的影响  

Product Decisions in Presence of Social Learning and Reference Point Effect

作　　者：李锋[1] 魏莹[2] Li Feng;Wei Ying(School of Business Administration,South China University of Technology,Guangzhou 510640,China;Department of Business Administration,Jinan University,Guangzhou 510632,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510640 [2]暨南大学企业管理系,广东广州510632

出　　处：《系统仿真学报》2022年第2期234-246,共13页Journal of System Simulation

基　　金：国家自然科学基金(72072073);广东省哲学社会科学规划项目(GD20CGL20);广东省自然科学基金研究团队项目(2017A030312001)。

摘　　要：消费者从用户评价中获得更准确的产品质量水平被称为社会学习行为。当学习得到的产品质量高于自己的心理预期,多数消费者会更倾向购买产品,即参照点效应。为了研究社会学习行为中的参照点效应对企业产品决策的影响,构建研究问题的多智能体模型,通过仿真实现问题求解。结果表明,参照点效应对企业产生负面影响,企业被迫提高产品质量和价格,并获得更少的利润。然而,如果考量产品的销售量,企业能够通过相对较低的产品质量和价格,以少量的利润损失获得销售量的大幅增加。Social learning is defined as the process that consumers use online reviews to fetch more precise information about product quality.Consequently, consumers would be more likely to purchase the product if the product quality learned was higher than their expectation, reference point effect named.To understand the impact of this effect in social learning on a firm’s product decisions, we built a multi-agent model to solve the problem through simulation. According to the results, the reference point effect has a negative influence on the firm. The firm has to higher the product quality and price and therefore loses some profits. However, if the quantity of sales is taken into consideration, the firm can resort to low product quality and price to boost the quantity of sales significantly at a low profit cost.

关 键 词：社会学习行为 参照点 产品质量 产品定价 多智能体建模与仿真 

分 类 号：TP391.3[自动化与计算机技术—计算机应用技术]