社交影响下考虑消费者损失规避行为的产品众筹优化决策研究  

Product crowdfunding decision-making considering consumer loss aversion behavior under social influence

作　　者：王志宏[1] 王鑫 戴家宏 WANG Zhihong;WANG Xin;DAI Jiahong(Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学旭日工商管理学院,上海200051

出　　处：《管理工程学报》2025年第1期125-139,共15页Journal of Industrial Engineering and Engineering Management

基　　金：上海市哲学社会科学规划课题项目(2017BGL014);国家自然科学基金项目(72271050);中央高校基本科研业务费专项资金项目(2232018H-07)。

摘　　要：产品众筹是一种新兴的融资和产品营销模式。本文基于资金约束供应商、电商平台和策略型消费者所组成的供应链,在消费者损失中性和损失规避两种情形下,构建和优化考虑社交影响的产品众筹决策模型,并进一步分析消费者损失规避系数和社交影响因子等参数对供应链决策和效益的影响。研究发现:相比于消费者损失中性的情形,在消费者损失规避时,电商平台会提供较高的众筹服务水平,而供应商会提供较低的众筹价格。无论消费者是否损失规避,随着社交影响因子增大,电商平台的众筹服务水平和供应商的众筹价格均降低。本文研究成果为供应商和电商平台成功开展产品众筹提供科学指导和参考。With the rapid development of internet technology and sharing economy,product crowdfunding,as a new financing and product marketing mode,has attracted more and more attention.Chinese e-commerce companies have also launched product crowdfunding business one after another.As a crowdfunding intermediary,the e-commerce platform( ECP) provides crowdfunding service and technical support,which links project sponsors(suppliers) and investors(consumers),and promotes the completion of transactions between them.In the period of product crowdfunding,consumers bear higher risks in terms of product quality and product delivery.When investing in crowdfunding products through the ECP,consumers often compare and evaluate the crowdfunding service level provided by the ECP based on their expectations of crowdfunding service,which will produce additional psychological effects and show the avoidance of utility loss.Then this will affect the purchasing decisions of customers.After successful product crowdfunding,the normal selling period begins.The product sales during the product-crowdfunding period are the result of consumers′ purchasing behaviors during this period,conveying important information to potential consumers:product popularity and product quality.Therefore,in the normal selling period,the product sales in the crowdfunding period will affect consumers′ cognition and perception of products,that is,social influence,which will bring additional utility to potential consumers.In order to understand the roles of the customers′ loss aversion and the social influence in product crowdfunding decisions,this research is based on the two-stage mode consisting of crowdfunding period and normal selling period,considers the loss-averse behaviors of consumers in crowdfunding period and the social influence of product sales in crowdfunding period on consumers in normal selling period,and explores the optimization of the product crowdfunding decisions.The supplier adopts the two-stage mode of “ crowdfunding-normal selling” to sel

关 键 词：产品众筹 损失规避 社交影响 众筹服务水平 

分 类 号：F406[经济管理—产业经济] F224