基于消费者互动网络的绿色产品竞争扩散
|
摘要
针对绿色产品与普通产品的竞争扩散问题,充分考虑了消费者群体的不同特征,基于计算实验方法研究了消费者互动情景下绿色产品的竞争扩散绩效。研究结果表明:消费者交互作用增大会在一定程度上推动绿色产品的市场竞争扩散,而消费者不同的收入特征、敏感度特征对于绿色产品的市场竞争扩散均会产生差异性影响,并将呈现出不同的演化趋势。这将为企业采取相关措施提升绿色产品市场竞争力提供理论依据。
Considering the competition diffusion of green products in market competition with ordinary products,this paper establishes a computational experiments model to investigate the market performance evolution of green product under different consumer characteristic scenarios.Experiment results show that the consumer interaction characteristics all exert a positive influence on the market performance of green products under competition,while the evolution of competition-diffusion of green products shows different results under different consumer income characteristic and sensitivity characteristic scenarios.These findings provide a theoretical basis for enterprises to take relevant measures to enhance green products' competitiveness in the market.
Considering the competition diffusion of green products in market competition with ordinary products,this paper establishes a computational experiments model to investigate the market performance evolution of green product under different consumer characteristic scenarios.Experiment results show that the consumer interaction characteristics all exert a positive influence on the market performance of green products under competition,while the evolution of competition-diffusion of green products shows different results under different consumer income characteristic and sensitivity characteristic scenarios.These findings provide a theoretical basis for enterprises to take relevant measures to enhance green products' competitiveness in the market.
引文
[1]Ramlogan R.Environment and human health:A threat to all[J].Environmental Management and Health,1997,8(2):51~66.
[2]汪波,杨尊淼,刘凌云.绿色产品开发的组织管理[J].管理工程学报,2001,15(3):56~59.
[3]Newing R.Environment:Long-term impact of green issues played down[J].Financial Times,2011,18.
[4] Roome N.Developing environmental management strategies[J].Business strategy and the environment,1992,1(1):11~24.
[5] Jo M,Shin J.Market strategy for promoting green consumption:Consumer preference and policy implications for laundry detergent[J].International Journal of Consumer Studies,2017,41(3):283~290.
[6] Bendell B L.I don’t want to be green:Prosocial motivation effects on firm environmental innovation rejection decisions[J].Journal of Business Ethics,2017,143(2):277~288.
[7] Wei C F, et al. Toward sustainable livelihoods:Investigating the drivers of purchase behavior for green products[J].Business Strategy and the Environment,2017.
[8] Ernst A,Briegel R.A dynamic and spatially explicit psychological model of the diffusion of green electricity across Germany[J].Journal of Environmental Psychology,2016.
[9] Heidenreich S,et al.Ready,steady,green:Examining the effectiveness of external policies to enhance the adoption of eco-friendly innovations[J].Journal of Product Innovation Management,2017,34(3):343~359.
[10] Achrol R S,Kotler P. Marketing in the network economy[J].The Journal of Marketing,1999:146~163.
[11]庄新田,黄玮强.基于消费者网络的金融创新扩散研究[J].管理科学学报,2009,(3):132~141.
[12] Gentina E,Bonsu S K.Peer network position and shopping behavior among adolescents[J].Journal of Retailing and Consumer Services,2013,20(1):87~93.
[13]赵良杰等.消费者交互作用对网络效应产品扩散的影响——基于产品生命周期的视角[J].系统工程理论与实践,2012,32(1):67~75.
[14]周琦萍,徐迪,杨芳.基于复杂社会网络和局部网络效应的新产品竞争扩散的计算实验研究[J].软科学,2013,27(7):13~17.
[15] He Y, et al. Coordinating a supply chain with effort and price dependent stochastic demand[J].Applied Mathematical Modelling,2009,33(6):2777~2790.
[16] Verfaillie H A,et al.Measuring eco-efficiency:A guide to reporting company performance[M].World Business Council for Sustainable Development,2000.
[17] Zhang T, Zhang D. Agent-based simulation of consumer purchase decision-making and the decoy effect[J].Journal of Business Research,2007,60(8):912~922.
[18] Kim B D,Blattberg R C,Rossi P E.Modeling the distribution of price sensitivity and implications for optimal retail pricing[J].Journal of Business&Economic Statistics,1995,13(3):291~303.
[19]孟庆峰,盛昭瀚,李真.基于公平偏好的供应链质量激励机制效率演化[J].系统工程理论与实践,2012,32(11):2394~2403.
[20] Deutsch M,Gerard H B.A study of normative and informational social influences upon individual judgement[J].Journal of Abnormal Psychology,1955,51(3):629~636.
[21] Banerjee A K,Padhan P C.Herding behavior in futures market:An empirical analysis from India[J].Theoretical Economics Letters,2017,7(4):1015~1028.
[22] Bohlmann J D,Calantone R J,Zhao M.The effects of market network heterogeneity on innovation diffusion:An agent-based modeling approach[J].Journal of Product Innovation Management,2010,27(5):741~760.
[2]汪波,杨尊淼,刘凌云.绿色产品开发的组织管理[J].管理工程学报,2001,15(3):56~59.
[3]Newing R.Environment:Long-term impact of green issues played down[J].Financial Times,2011,18.
[4] Roome N.Developing environmental management strategies[J].Business strategy and the environment,1992,1(1):11~24.
[5] Jo M,Shin J.Market strategy for promoting green consumption:Consumer preference and policy implications for laundry detergent[J].International Journal of Consumer Studies,2017,41(3):283~290.
[6] Bendell B L.I don’t want to be green:Prosocial motivation effects on firm environmental innovation rejection decisions[J].Journal of Business Ethics,2017,143(2):277~288.
[7] Wei C F, et al. Toward sustainable livelihoods:Investigating the drivers of purchase behavior for green products[J].Business Strategy and the Environment,2017.
[8] Ernst A,Briegel R.A dynamic and spatially explicit psychological model of the diffusion of green electricity across Germany[J].Journal of Environmental Psychology,2016.
[9] Heidenreich S,et al.Ready,steady,green:Examining the effectiveness of external policies to enhance the adoption of eco-friendly innovations[J].Journal of Product Innovation Management,2017,34(3):343~359.
[10] Achrol R S,Kotler P. Marketing in the network economy[J].The Journal of Marketing,1999:146~163.
[11]庄新田,黄玮强.基于消费者网络的金融创新扩散研究[J].管理科学学报,2009,(3):132~141.
[12] Gentina E,Bonsu S K.Peer network position and shopping behavior among adolescents[J].Journal of Retailing and Consumer Services,2013,20(1):87~93.
[13]赵良杰等.消费者交互作用对网络效应产品扩散的影响——基于产品生命周期的视角[J].系统工程理论与实践,2012,32(1):67~75.
[14]周琦萍,徐迪,杨芳.基于复杂社会网络和局部网络效应的新产品竞争扩散的计算实验研究[J].软科学,2013,27(7):13~17.
[15] He Y, et al. Coordinating a supply chain with effort and price dependent stochastic demand[J].Applied Mathematical Modelling,2009,33(6):2777~2790.
[16] Verfaillie H A,et al.Measuring eco-efficiency:A guide to reporting company performance[M].World Business Council for Sustainable Development,2000.
[17] Zhang T, Zhang D. Agent-based simulation of consumer purchase decision-making and the decoy effect[J].Journal of Business Research,2007,60(8):912~922.
[18] Kim B D,Blattberg R C,Rossi P E.Modeling the distribution of price sensitivity and implications for optimal retail pricing[J].Journal of Business&Economic Statistics,1995,13(3):291~303.
[19]孟庆峰,盛昭瀚,李真.基于公平偏好的供应链质量激励机制效率演化[J].系统工程理论与实践,2012,32(11):2394~2403.
[20] Deutsch M,Gerard H B.A study of normative and informational social influences upon individual judgement[J].Journal of Abnormal Psychology,1955,51(3):629~636.
[21] Banerjee A K,Padhan P C.Herding behavior in futures market:An empirical analysis from India[J].Theoretical Economics Letters,2017,7(4):1015~1028.
[22] Bohlmann J D,Calantone R J,Zhao M.The effects of market network heterogeneity on innovation diffusion:An agent-based modeling approach[J].Journal of Product Innovation Management,2010,27(5):741~760.