社会学习视角下运营管理决策研究

Operations management decision issues from the social learning perspective

随着电子商务的快速发展与广泛应用,在线评论随处可及,深刻地影响了消费者与企业的决策行为。基于社会学习视角,介绍了相关概念及社会学习机理;深入分析了运营管理决策研究的现状、挑战与契机。在此基础上,结合产品与服务管理实践,从研究内容角度,阐述了其延伸的4个方向,即质量、服务与信息、产品类型、研究主体与社会学习平台;此外,结合研究范式演变,指出行为实验研究与数据驱动研究将成为不可或缺的研究范式,形成多范式交叉融合的情形。文章旨在提炼社会学习视角下运营管理决策研究的未来发展方向,为相关研究提供参考。

With the rapid progress and wide application of E-commerce, online reviews are ubiquitous, which has profound impacts on the decision behaviors of consumers and firms. From the social learning perspective, this paper firstly introduces the related concepts and learning mechanisms, and then reviews the associated current research, challenges and opportunities regarding operations management decisions. Based on the prac-tice of operations management regarding products and services, four main future research areas (i. e., quali-ty, service and information, various product categories, participants and learning across multiple platforms) and two research paradigms (i. e., behavioral experimental study and data-driven study) are suggested. The research issues on operations management decisions based on social learning suggested in this paper can be good directions of future research.