消费者感知偏差对供应链绿色运营策略的影响
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摘要
为探究消费者感知偏差对供应链绿色运营策略及成员收益的影响,基于3种绿色消费行为动机,构建了消费者绿色消费行为效用函数。在此基础上,分别建立了考虑与未考虑消费者感知偏差两种情形下的供应链绿色运营决策模型,探讨了制造商绿色研发投入、批发价格决策及零售商广告投入、零售价格决策问题。结果表明,与未考虑消费者感知偏差相比,考虑消费者感知偏差会使制造商加大绿色研发力度;而广告宣传水平则取决于单位广告宣传成本,当单位宣传成本低于某一个阈值时,零售商会提高宣传水平,反之则降低宣传水平;虽然考虑消费者感知偏差会在某些情形下降低制造商或零售商的收益水平,但是却使供应链整体收益及社会总福利得到提升。以新款福克斯轿车为例估计相关参数,并对模型进行数值分析,验证了模型的有效性。
For exploring the impact of consumer's perceptual bias on green operational strategies,the consumer's green consumption utility function was adopted with consideration of three kinds of green consumption motivations comprehensively.On this basis,the operational decision models of green supply chain with consideration and without consideration of consumer's perceptual bias were constructed respectively.The decisions of manufacturer's green innovation efforts,the retailer's promotion level and related pricing decisions were discussed.The result showed that the manufacturer would increase the green innovation investment with the consideration of consumers'perceptual biases by comparing with non-considering consumer's perceptual bias,and the advertisement level of retailer depended on its unit advertising cost.Although manufacturer's revenues or retailer's revenues might be decreased with the consideration of consumer's perceptual bias under certain scenarios,the supply chain performance and whole society welfare would be enhanced.By taking focus automobile for example,a numerical analysis was conducted to verify the effectiveness of the proposed method.
For exploring the impact of consumer's perceptual bias on green operational strategies,the consumer's green consumption utility function was adopted with consideration of three kinds of green consumption motivations comprehensively.On this basis,the operational decision models of green supply chain with consideration and without consideration of consumer's perceptual bias were constructed respectively.The decisions of manufacturer's green innovation efforts,the retailer's promotion level and related pricing decisions were discussed.The result showed that the manufacturer would increase the green innovation investment with the consideration of consumers'perceptual biases by comparing with non-considering consumer's perceptual bias,and the advertisement level of retailer depended on its unit advertising cost.Although manufacturer's revenues or retailer's revenues might be decreased with the consideration of consumer's perceptual bias under certain scenarios,the supply chain performance and whole society welfare would be enhanced.By taking focus automobile for example,a numerical analysis was conducted to verify the effectiveness of the proposed method.
引文
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[32]STRACK F,MUSSWEILER T.Explaining the enigmatic anchoring effect:mechanisms of selective accessibility[J].Journal of Personality&Social Psychology,1997,73(3):437-446.
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[2]CHAN R Y K.Determinants of Chinese consumers'green purchase behavior[J].Psychology&Marketing,2001,18(4):389-413.
[3]PEATTIE K.Green consumption:behavior and norms[J].Annual Review of Environment&Resources,2010,35(1):195-228.
[4]SHEN Pengyi,FAN Xiucheng.Online retail enterprise's social responsibility behavior and consumer response:a moderating model in Chinese context[J].China Soft Science,2016(3):96-106(in Chinese).[沈鹏熠,范秀成.在线零售企业社会责任行为与消费者响应---基于中国背景的调节效应模型[J].中国软科学,2016(3):96-106.]
[5]PLAMBECK E L.Reducing greenhouse gas emissions through operations and supply chain management[J].Energy Economics,2012,34(3):S64-S74.
[6]SUN Jian,LI Chongguang,HUANG Zonghuang.An empirical study on how information and property of value of green food impact consumer's green purchasing behavior[J].Chinese Journal of Management,2010,7(1):57-63(in Chinese).[孙剑,李崇光,黄宗煌.绿色食品信息、价值属性对绿色购买行为影响实证研究[J].管理学报,2010,7(1):57-63.]
[7]SZEGI B.Behavioral contract theory[J].Journal of Economic Literature,2014,52(4):1075-1118.
[8]LIU Z,ANDERSON T D,CRUZ J M.Consumer environmental awareness and competition in two-stage supply chains[J].European Journal of Operational Research,2012,218(3):602-613.
[9]GHOSH D,SHAH J.Supply chain analysis under green sensitive consumer demand and cost sharing contract[J].International Journal of Production Economics,2015,164(6):319-329.
[10]ZHU Qinghua,DOU Yijie.A game model for green supply chain management based on government subsidies[J].Journal of Management Science in China,2011,14(6):86-95(in Chinese).[朱庆华,窦一杰.基于政府补贴分析的绿色供应链管理博弈模型[J].管理科学学报,2011,14(6):86-95.]
[11]TOPTAL A.Joint decisions on inventory replenishment and emission reduction investment under different emission regulations[J].International Journal of Production Research,2013,52(1):243-269.
[12]YANG Lei,JI Jingna,ZHENG Chenshi,ZHENG C.Impact of asymmetric carbon information on supply chain decisions under low-carbon policies[J].Discrete Dynamics in Nature&Society,2016(6):1-16.
[13]DU S,MA F,FU Z,et al.Game-theoretic analysis for an emission-dependent supply chain in a‘cap-and-trade’system[J].Annals of Operations Research,2015,228(1):135-149.
[14]DU S,TANG W,SONG M.Low-carbon production with low-carbon premium in cap-and-trade regulation[J].Journal of Cleaner Production,2016,134(12):652-662.
[15]XIE Xinpeng,ZHAO Daozhi.Research on cooperation strategy of enterprises'carbon emission reduction in low carbon supply chain[J].Journal of Management Science,2013,26(3):108-119(in Chinese).[谢鑫鹏,赵道致.低碳供应链企业减排合作策略研究[J].管理科学,2013,26(3):108-119.]
[16]CHEN Lingli,GUO Peng,HAN Erdong.Optimal decision model for supply chain under carbon tax based on fuzzy theory[J].Computer Integrated Manufacturing Systems,2017,23(4):860-866(in Chinese).[陈玲丽,郭鹏,韩二东.碳税政策下基于模糊理论的供应链决策优化模型[J].计算机集成制造系统,2017,23(4):860-866.]
[17]HUANG Jian,LENG Mingming,LIANG Liping,et al.Qualifying for a government's scrap page program to stimulate consumers'trade-in transactions?analysis of an automobile supply chain involving a manufacturer and a retailer[J].European Journal of Operational Research,2014,239(2):363-376.
[18]COHEN M C,LOBEL R,PERAKIS G.The impact of demand uncertainty on consumer subsidies for green technology adoption[J].Management Science,2016,62(5):1235-1258.
[19]LUO Chunlin.Supply chain analysis for electric vehicle under government's subsidy[J].Management Review,2014,26(12):198-205(in Chinese).[罗春林.基于政府补贴的电动汽车供应链策略研究[J].管理评论,2014,26(12):198-205.]
[20]ARIELY D,BRACHA A,MEIER S.Doing good or doing Well?image motivation and monetary incentives in behaving prosocially[J].American Economic Review,2009,99(1):544-555.
[21]BOWLES S,HWANG S H.Social preferences and public economics:mechanism design when social preferences depend on incentives[J].Journal of Public Economics,2008,92(8/9):1811-1820.
[22]HWANG S H,BOWLES S.Optimal incentives with statedependent preferences[J].Journal of Public Economic Theory,2014,16(5):681-705.
[23]ZHANG Lihao,SONG Xiangbo,ZHANG Guangwen,et al.Adoption and coordination of carbon reduction technology in supply chain based on carbon tax[J].Computer Integrated Manufacturing Systems,2017,23(4):883-891(in Chinese).[张李浩,宋相勃,张广雯,等.基于碳税的供应链碳减排技术投资协调研究[J].计算机集成制造系统,2017,23(4):883-891.]
[24]DEGROOT M H.Optimal statistical decisions[M].New York,N.Y.,USA:McGraw-Hill,1970.
[25]RIORDAN M H.Imperfect information and dynamic conjectural variations[J].Rand Journal of Economics,1985,16(1):41-50.
[26]HFFLER F,SLIWKA D.Do new brooms sweep clean?when and why dismissing a manager increases the subordinates'performance[J].European Economic Review,2003,47(5):877-890.
[27]GRUNEWALD A,KRKEL M.Advertising and perceptual biases[EB/OL].[2017-05-03].http://www.sfbtr15.de/fileadmin/user_upload/redaktion/events/Tagung_Bonn_April_2015/B4_Kraekel.pdf.
[28]WEINSTEIN N D.Unrealistic optimism about susceptibility to health problems[J].Journal of Behavioral Medicine,1982,5(4):441-460.
[29]WEINSTEIN N D.Optimistic biases about personal risks[J].Science,1989,246(4935):1232-1233.
[30]PU Xujin,ZHUGE Ruijie.Bilateral efforts of supply chains considering supplier's overconfidence and fairness[J].Computer Integrated Manufacturing System,2014,20(6):1462-1470(in Chinese).[浦徐进,诸葛瑞杰.考虑供应商过度自信和公平关切的供应链双边努力行为研究[J].计算机集成制造系统,2014,20(6):1462-1470.]
[31]TVERSKY A,KAHNEMAN D.Judgment under uncertainty:heuristics and biases[J].Science,1974,185(1):141-162.
[32]STRACK F,MUSSWEILER T.Explaining the enigmatic anchoring effect:mechanisms of selective accessibility[J].Journal of Personality&Social Psychology,1997,73(3):437-446.
[33]RAZ G,OVCHINNIKOV A.Coordinating pricing and supply of public interest goods using government rebates and subsidies[J].IEEE Transactions on Engineering Management,2015,62(1):65-79.
[34]BP China.BP Statistical review of world energy(2017)[EB/OL].[2017-07-05].https://www.bp.com/zh_cn/china/reports-and-publications/_bp_2017-_.html(in Chinese).[BP中国.BP世界能源统计年鉴(2017)[EB/OL].[2017-07-05].https://www.bp.com/zh_cn/china/reports-and-publications/_bp_2017-_.html.]
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