社会学习和参照点效应对企业产品决策的影响

doi:10.16182/j.issn1004731x.joss.20-0768

系统仿真学报 ›› 2022, Vol. 34 ›› Issue (2): 234-246.doi: 10.16182/j.issn1004731x.joss.20-0768

社会学习和参照点效应对企业产品决策的影响

李锋¹(), 魏莹²()

^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

收稿日期:2020-10-13 修回日期:2020-12-08 出版日期:2022-02-18 发布日期:2022-02-23
通讯作者: 魏莹 E-mail:fenglee@scut.edu.cn;yingwei@jnu.edu.cn
作者简介:李锋(1975-)，男，博士，副教授，研究方向为复杂系统建模。E-mail： fenglee@scut.edu.cn
基金资助:
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)

Product Decisions in Presence of Social Learning and Reference Point Effect

Feng Li¹(), Ying Wei²()

^1.School of Business Administration, South China University of Technology, Guangzhou 510640, China
^2.Department of Business Administration, Jinan University, Guangzhou 510632, China

Received:2020-10-13 Revised:2020-12-08 Online:2022-02-18 Published:2022-02-23
Contact: Ying Wei E-mail:fenglee@scut.edu.cn;yingwei@jnu.edu.cn

摘要/Abstract

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。

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

Abstract:

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.

Key words: social learning, reference point, product quality, product price decision, multi-agent based modeling and simulation

中图分类号:

TP391.3

李锋, 魏莹. 社会学习和参照点效应对企业产品决策的影响[J]. 系统仿真学报, 2022, 34(2): 234-246.

Feng Li, Ying Wei. Product Decisions in Presence of Social Learning and Reference Point Effect[J]. Journal of System Simulation, 2022, 34(2): 234-246.

图/表 11

表1

仿真模型中的主要参数

参数	取值
消费者数量M	10 000
仿真重复次数N	120
消费者到来泊松分布μ	500
消费者产品效用反均匀分布a	0.5
消费者产品效用反均匀分布b	2.0
消费者产品质量感知偏差 $δ i$	0.10
消费者产品质量体验偏差 $δ h$	0.10
参照点效应 $λ$	2.25
参照点效应 $α$	0.88
参照点效应 $β$	0.88

表1

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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

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