| 基于消费者网络的绿色产品诱饵策略效应演化研究* |
| Research on the evolution of effects of green productdecoy strategies based on consumers networks |
| 摘要点击 380 全文点击 0 投稿时间：2019-01-21 修订日期：2019-12-16 |
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| 中文关键词 绿色产品;诱饵策略;消费者网络;效应演化;多主体建模 |
| 英文关键词 green product; decoy strategies; consumer networks; evolution of effects; multi-agent modeling |
| 基金项目 |
| 作者 | 单位 | 邮编 | | 孟庆峰 | 江苏大学管理学院 | 212013 | | 沈鹏群 | 江苏大学管理学院 | | | 李真 | 江苏大学管理学院 | | | 盛昭瀚 | 南京大学工程管理学院 | |
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| 中文摘要 |
| 针对诱饵产品价格与绿色度的不同组合构建出多种诱饵策略,相应分析了这些诱饵策略的差异化效应;并基于消费者间的互动网络,研究了消费者邻居节点数量、重连概率、从众心理等因素对诱饵策略效应的影响以及诱饵效应在相应情景下的演化趋势.研究结果表明：当诱饵产品价格和绿色度均比目标产品高时,诱饵效应最好;诱饵产品价格和绿色度均比目标产品低时诱饵效应最差;消费者互动网络中的邻居节点数量、重连概率的增加均会对诱饵效应产生正向的推动作用;消费者的从众心理会使得在市场中销量占优的产品形成竞争优势的路径依赖. |
| 英文摘要 |
| This paper analyzes the different effects of decoy strategies which constructed of the combination of price and green degree. Then based on the consumer networks, research the impacts of factors including neighbor numbers, reconnection probability, herd mental on the effectiveness of decoy strategies and the evolution trend of decoy effects. The results show that: the decoy effect is the best when the price and green degree of the decoy are both higher than that of the target; the decoy effect is the worst when the price and green degree of the decoy are both lower that of the target; the increase of neighbor nodes and reconnection probabilities in the consumer networks can have a positive push to the decoy effect; consumers’ herd mentality can make the products that dominate sales in the market path dependence of the competitive advantages. |
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