社会比较对运作决策及系统运作指标影响研究

他人决策对自我决策影响的社会比较效应广泛存在。本项目分别以两个零售商，一个供应商和两个零售商组成的系统为研究对象，分析不同运作情境中，社会比较对决策和系统运作指标变动趋势的影响。分别选择：订购量、销售量、交易价格、或各自收益为比较点，考虑面对社会比较的决策者的公平感，刻画其效用函数。在两个零售商系统中，分析横向社会比较对订购/定价决策及系统运作指标的影响度。在一个供应商和两个零售商系统中，依据供应商和零售商间的不同交易合同形式：批发价格、回购、收益共享、讨价还价，分析纵向和横向社会比较对订购/定价决策及系统运作指标变动趋势的影响。构造人人和人机实验组，采用描述性、回归统计和极大似然方法，探析纵向/横向社会比较对竞争型零售商的定价和系统运作指标变动的影响度；基于调研问卷，分析社会比较中的参与者在公平感方面的差异度，回答考虑个体异质性时，社会比较影响决策偏差和系统运作指标变动趋势。

Decision makers usually compare themselves' decisions to others' for guidance, which is called social comparison.The project targets to a system with two retailers and another system with one supplier and two retailers. We analyze the effects of social comparison on decision-making and the trend of indicators of system operation in different operation scenarios. Considering decision makers' fairness concern caused by social comparison, we portray the utility function by taking the orders, sales, trading prices or their earnings as the comparison points. Specifically, in the system of two retailers, we explore the impacts of horizontal social comparison on ordering/pricing decisions and indicators of systtem operations. In the system of one supplier and two retailers, according to the different contracts between the supplier and retailers: the wholesale price, buy back, revenue sharing, bilateral bargaining , we analyze the effects of vertical and horizontal social comparisons on ordering/pricing decisions and indicators of system operations. Moreover, we design two kinds of experiments: human-human and human-computer. Then we adopt the descriptive statistics, regression statistics and maximum likelihood estimation to investigate the influences of vertical/horizontal social comparison on competitive retailer's pricing and the variation of indicators of system operation. Finally, based on the questionnaire, we analyze participants' diversity of fairness in the domain of social comparison. Then we relate the individual decision-making features to their decision bias. We want to figure out how individual heterogeneity affects the effect of social comparison on decision bias and indicators of system operation.