摘要
后悔预期是消费者心理风险的主要表现。由于消费者对再制品的属性认知存在不确定性,他们在购买决策时会产生一定的后悔预期,进而显著影响再制造供应链的运作效率和权力结构。为研究消费者后悔预期对竞争型再制造供应链产生的影响,定量描述了后悔预期下消费者的效用,推导了新产品和再制品的需求函数,建立并求解了无领导(NL),原制造商(OEM)领导(OL),独立再制造商(IR)领导(IRL)三种权力结构下的博弈模型,利用理论分析和数值仿真相结合的方法详细分析了各种权力结构下新产品和再制品价格、需求量与后悔预期以及消费者异质性的关系,并研究了供应链成员、消费者和整个社会对各种权力结构的偏好。研究表明:再制品价格与消费者后悔预期敏感度和消费者异质性均负相关,再制品需求和IR利润与以上两个因素均正相关;OEM和IR都具有"后动优势",其大小受到消费者后悔预期敏感度的影响;当消费者后悔预期敏感度和异质性均较大时,消费者和社会均最偏好OL模式,其它情况下消费者最偏好NL模式;整个社会则可能偏好IRL模式,也可能偏好NL模式。
Anticipated regret is one important respond of psychology risk for consumers.Consumers might behave anticipated regret in their purchasing decisions for that it is difficult for them to assess the valuation of remanufactured products owing to the uncertainty in products＇ attributes.This would play a key role in the operation efficiency and power structure in supply chain with remanufacturing.However,the existing literature didn＇t pay their attentions to the problem.In this paper,the utility of consumer under anticipated regret is developed and demand functions of the new and remanufactured products are derived in order to study the influence of consumer＇s anticipated regret on supply chain.Then,the game models which are under the three power structures including no leader（NL）,OEM is leader（OL）and IR is leader（IRL）are developed and solved.The relationships of product prices,demand quantity and anticipated regret and consumer heterogeneity among the above three power structures are analyzed based on theoretical analysis and numerical simulation.In addition,the preferences of each supply chain member,consumer and society for the three power structures are studied.The results show that the remanufactured product price has negative relationship with the sensitiveness of consumer＇s anticipated regret and consumer heterogeneity.Meanwhile,as the two parameters increasing,the demand of remanufactured product and profit of IR are increasing.It is found that OEM and IR might enjoy a＂second-move advantage＂,which is decided by the sensitiveness of consumer＇s anticipated regret.In addition,when both the consumer＇s anticipated regret sensitiveness and heterogeneity are large enough,both consumers and society prefer OL model.However,in the other situations,consumers prefer NL model,but society might prefer IRL model or NL model.
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2017年第1期78-87,共10页
Chinese Journal of Management Science
基金
国家自然科学基金资助项目(71471076
71673118
71440016
71672153)
江苏省教育厅高校哲学社会科学项目(2016SJB630135)
四川省软科学研究计划资助项目(2015ZR0217)
四川省电子商务与现代物流研究中心项目(DSWL16-6)
关键词
后悔预期
消费者异质性
再制造供应链
竞争策略
anticipated regret
consumer heterogeneity
remanufacturing supply chain
competitive strategy
