考虑损失厌恶和锚定效应的零售商订货研究

Research on Retailer Ordering Considering Loss Aversion and Anchoring Effect

库存问题是影响工业企业运营效率的重要因素,为了研究非理性心理对零售商订货行为的影响,本文在经典报童问题基础上,结合决策行为中损失厌恶心理和锚定不充分调整启发式,对零售商订货量进行了研究。(1)对具有损失厌恶和锚定效应的零售商订货进行建模;(2)研究了损失厌恶系数、锚定系数以及随机误差对零售商最优订货量的影响;(3)进行算例分析,并且分析了损失厌恶系数和锚定系数对零售商订货量的联合影响。发现锚定系数对零售商订货量的影响远大于损失厌恶系数,但在低利润产品条件下,决策者对历史信息的锚定行为在一定程度上能中和损失厌恶导致的零售商订货量偏差。

Inventory problem has increasingly become an important factor affecting the operational efficiency of industrial en terprises. In order to study the influence of irrational psychology on retailer s ordering behavior, the quantity of retailer s ordering is studied based on the classical newsvendor problem, by combining the influence of inadequate anchoring adjustment and loss aver sion in decision-making behavior. Firstly, we model the ordering of newsvendor with anchoring effect and loss aversion, and then the relationship between the optimal order quantity and loss aversion coefficient, anchoring coefficient, random error was studied. Finally, all the theorems are verified by numerical analysis, and the joint effects of loss aversion coefficient and anchor coefficient on the order quantity of newsboys are analyzed. It is found that the influence of anchoring coefficient on retailer s order quantity is much great than that of loss aversion coefficient. And under low-margin products, the decision-maker s anchoring behavior on his torical information can neutralize the deviation of the loss averse newsvendor.