运筹与管理2024，Vol.33Issue(12)：62-68,7.DOI:10.12005/orms.2024.0387
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
摘要
Abstract
In supply chain operations,companies usually know more about the service and quality of their prod-ucts 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 dom-inant 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 valua-tion 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 strate-gies is explored in depth. We find that in contrast to the quality-dominated scenario,the manufacturer is more likely to gain from com-petition caused by reviews in a service-ominated scenario.Thus,in the service-dominated scenario,when down-stream competition is mitigated,the practice of disclosing information through online reviews can enhance the manufacturer's revenue.We also find that service is an additional component of quality.Service information is product quality-dependent information,and quality information can exist independently of the service.When the cost of disclosure is high,manufacturers need to distort the wholesale price to incentivize retailers to disclose.The wholesale price serves not only to extract surplus from the retailer but also to manipulate the retailer's incen-tive for disclosure.If the competition between both channels is weak,the retailer becomes positive about disclo-sure under both scenarios.Furthermore,reviews may also alter the degree of downstream competition to influence the strategies of disclosure.When the cost of disclosure is high,the manufacturer needs to distort the wholesale price to incentivize the retailer to disclose.Intriguingly,the disclosure format for manufacturer is not always con-stant.The manufacturer's decision results from weighing the benefits of online reviews against the costs of in-centivized informative disclosure.In a sufficiently low cost scenario,the manufacturer will gain more by choosing the M model.In the service-dominated scenario,however,the R model should be the best strategy for manufac-turers only if the cost of disclosure is moderate,although the intensity of competition may be severe at this point.This is due to the fact that intense competition and expensive disclosure costs make it necessary for manufacturers to make their own disclosures.Manufacturers need to weigh the two forces of the online review compensation effect and the disclosure cost cannibalization effect to make the decision to disclose.On the other hand,retailers are still restricted by the manufacturer's wholesale price concessions to make disclosure decisions. This study adds a theoretical basis and practical insights to address the issue of supply chain information disclosure considering consumers'social learning behaviors and the selection of disclosure strategies.Without the loss of generality,the future can relax consumers to consider only two dimensions of service and quality information,and study the influence of multidimensional information on consumers'purchasing behaviors to further improve the description of consumers'social learning behaviors,which will be a direction worthy of fur-ther research.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Key words
information disclosure/online reviews/social learning behavior/quality dominance/service dominance分类
管理科学引用本文复制引用
周建亨,毋博,李颖潇,许荣飞..考虑消费者社会学习行为的供应链信息披露策略[J].运筹与管理,2024,33(12):62-68,7.基金项目
国家自然科学基金面上项目(71872036) （71872036）
国家自然科学基金重点项目子项目(71832001) （71832001）
教育部人文社会科学研究项目(18YJA630153) （18YJA630153）
中央高校基本科研业务费专项资金项目(2232018H-07) （2232018H-07）
