考虑消费者社会学习行为的供应链信息披露策略  

Supply Chain Disclosure Strategies Taking into Account Consumer Social Learning Behaviors

作　　者：周建亨[1] 毋博 李颖潇 许荣飞 ZHOU Jianheng;WU Bo;LI Yingxiao;XU Rongfei(Glorious Sun School of Business&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：《运筹与管理》2024年第12期62-68,I0017-I0022,共13页Operations Research and Management Science

基　　金：国家自然科学基金面上项目(71872036);国家自然科学基金重点项目子项目(71832001);教育部人文社会科学研究项目(18YJA630153);中央高校基本科研业务费专项资金项目(2232018H-07)。

摘　　要：基于在线评论中消费者的社会学习行为讨论双渠道供应链的信息披露主体以及方式。首先消费者基于在线评论对产品的质量及服务估值进行更新,通过这种社会学习行为重新分析了消费者效用及两个渠道的需求。进一步分别考察了不同披露模式下,服务占主导以及质量占主导两种情形的披露条件,探讨消费者社会学习行为对供应链信息披露策略的影响。研究发现,与质量主导场景相比,制造商在服务主导的场景下更有可能从竞争中获益。我们还发现服务是质量的一个额外组成部分。最佳的批发价必须对披露成本做出战略性的反应。批发价不仅可以从零售商那里提取盈余,还可以操纵零售商的披露动机。如果两个渠道的竞争都很弱,零售商在这两种场景下都会对信息披露持积极态度。此外,在线评论也可以改变下游竞争的程度来影响披露的策略。当披露的成本很高时,制造商需要扭曲批发价来激励零售商进行披露。有趣的是制造商的披露形式并不总是不变的,制造商的披露决定是权衡在线评论好处和激励信息披露成本的结果。In supply chain operations,companies usually know more about the service and quality of their products than consumers do.Information disclosure by firms has been recognized as an important means to address this information asymmetry.And the rapid growth of the Internet and the emergence of public health emergencies have led to a change in supply chain disclosure scenarios as well as focus.Some reports show that 90%of consumers say they read online reviews before purchasing.Therefore,companies should proactively intervene to manage online reviews and include the impact of online reviews on consumers’social learning behaviors in supply chain disclosure decisions to establish an emotional bond between brands and consumers.However,regardless of the disclosure subject or disclosure scenario there are usually costs associated with this.As the dominant player in the supply chain,manufacturers should consider the costs of direct disclosure when adopting new social media on the Internet,and the costs of incentivizing retailers by taking advantage of retailer disclosure,i.e.,weighing the benefits of different disclosure methods in order to make relevant decisions.Therefore,this research is completed with the help of game theory model to portray the realistic scenario.This paper discusses the subject of information disclosure and the way of dual-channel supply chain based on the social learning behaviors of consumers in online reviews.Firstly,consumers update the quality and service valuation of products based on online reviews.And through this social learning behavior,consumer utility and demand of both channels are reanalyzed.The disclosure conditions for the two scenarios of service dominance and quality dominance under the M model of manufacturer disclosure and the R model of retailer disclosure are further examined separately,correlating the disclosure conditions with the online review compensation effect and the disclosure cost erosion effect.The impact of consumer social learning behavior on supply chain disclosure

关 键 词：信息披露 在线评论 社会学习行为 质量占主导 服务占主导 

分 类 号：F274[经济管理—企业管理]