基于风险感知的采购行为决策模型

The Decision-making Model of Purchasing Behavior Based on Risk Perception

从风险感知的角度,构建了采购决策的动态模型。首先,采购组织确定采购目标,而采购组织中的成员在环境、个体、组织、供应商、原材料等多种因素的影响下形成个体风险感知;其次,通过与采购组中的其他成员的信息交流,个体将修正自身的风险感知,并且个体通过其风险感知与风险承受能力比较得出个体采购决策,而个体采购决策综合加权最终形成群体决策。最后,群体决策绩效将在下一期中修正个体的认知偏差,从而进一步影响其采购决策。

We build a dynamic model of purchasing decision from the perspective of risk perception.First of all,the buyer determine its procurement objectives,and the members of the procurement organization form the individual risk perception in the influence of factors such as environment,organizations,suppliers and so on;Secondly,by interacting with the other members in the procurement group,the individual will revise its own risk perception,and will make its purchasing decision by weighting its risk bearing capacity and risk perception,which will ultimately form a group procurement decision.Finally,the decision-making performance will revise individual cognitive bias in the next period,thereby further affecting their purchasing decisions.