Research On The Influence Of Memebers' Behavioral Factors To Ordering Decision Under Hybrid Dual-Channel

With the rapid development of e-commerce,many manufactures have not satisfied relying on the downstream retailers to sell their products.They began to setting up their e-commerce platform to expand their own channel,taking a hybrid dual-channel supply chain strategy to realize the needs of consumers.For this kinds of manufactures,when they are making the comprehensive production scheduling,it is not only need to take an accurate prediction of the retailers' order quantity,the order quantity of their own e-platform should also be take into account.We can find that most existing dissertation which has researched on ordering decision of hybrid dual-channel is under the hypothesis that the decision maker is completely rational person.While in the reality,nobody is full rationality so that the ordering decision is always deviated the optimal quantity.Especially there exist certain competitive relationship between manufactures and retailers under the hybrid dual-channel,so the supply members'psychology of their ordering decision is more complex.Thus,the limitations of ordering model based "complete rational" becomes increasingly obvious.In recent years,domestic and foreign scholars(Loch and Wu,Gino and Pisano,Liu Yongmei,Cui Yin,Chen Jian,etc.)integrated the social psychology,cognitive psychology theory into operation management,to generate a new cross-subject "behavioral operation management".Under that framework,scholars studied what the behavioral factors have an effect on supply chain decisions.Among behavioral factors affecting ordering decision-making research,mainly was focused on loss-aversion,fairness concerns,mean anchor,bounded rationality and regret aversion.And in most dissertations that take behavioral factors into consideration are under the single channel.Few studied under the framework of hybrid dual-channel supply chain.Thus,this dissertation on the basis of existing research,coupled with mathematical modeling and experimental research methods to consider the loss-averse and fairness concerns effects on hybrid dual-channel supply chain ordering strategy.The main part of this dissertation comprises three parts.In the first part,a rational ordering basic model with demand transfer of hybrid dual-channel is constructed.Then an ordering model with members' fairness concerns is proposed by incorporating a proper fairness concerns utility into the rational model.In the second part,building an ordering modeling that considered retailers" loss-averse and fairness concerns at the same time based previous model to discuss the retailers' behavioral preference effect on their ordering decision.In the third part,conducting the behavioral experiment to gain the value of subjects' loss-averse parameters and fairness concern parameters and conducting the ordering inventory experiment whose design includes:different profit,different shortage costs and different transfer rate to verify the explanatory power of two behavioral ordering models the dissertation proposed.The first part results indicate that the fairness preference manufacture order quantity is larger than the rational optimal quantity,whereas the fairness preference retailer order quantity is less than the rational optimal quantity.It shows as well the retailers' degree of quantity deviation from unit profit is greater than manufactures.The second part results indicate that when facing the fairness manufacture,the order quantity deviations of the fairness preference and loss-averse retailer are decreased with the increase of loss-averse degree,while the deviations are decreased and then increased with the increase of fairness preference degree.Moreover,the different product nature(unit profit,transfer rate,shortage cost,)has a disproportionate impact on the order deviation.The third part results indicate that the subject also shows the phenomenon of mean anchoring under the hybrid dual-channel.The mean order quantity of four types products sorting as Qco>QAo>QDo>QBo Meanwhile the two behavioral ordering models have stronger explanatory power than the rational model.Besides,the experiment results also show that the degree of loss-averse retailers' attention on different product characters sorting as:unit profit prior to shortage costs prior to transfer rate;and the degree of fairness concerns retailers' attention on different product characters sorting as:transfer rate prior to unit profit prior to shortage costs.Additionally,loss-averse and fairness concerns can better explain the order change caused by unit profit and transfer rate,but the ability to explain order change caused by shortage costs is somehow weaker.