作　　者： ; ; ;

机构地区： 广东工业大学管理学院

出　　处： 《工业工程与管理》 2012年第3期30-35,共6页

摘　　要： 考虑存在利好和不利因素的情景下,供应链中零售商的风险态度对其订货决策的影响。首先通过设计风险量表区分出被试的风险态度;其次设计存在利好和不利情景的供应链模拟实验,分别让风险偏好及风险规避的被试扮演零售商;最后,通过对比零售商的订货决策指标,研究零售商的风险态度对其订货决策的影响。研究结果表明:利好情境下,规避者倾向于多订货,不利情境下,偏好者倾向于多订货。对个别零售商来说,在进行订货决策时,存在风险偏好逆转现象,且偏好者向规避逆转的情况较为普遍。 This paper analyzes the influence of retailers＇ risk attitude to its ordering decision under favourable and unfavourable situations. First, the risk attitude questionnaire is designed to distinguish the risk attitude of the retailers. Second, the supply chain experiment with favourable and unfavourable situations is designed. In the experiment, both people with risk preference and risk aversion are played as retailers Last, through comparing the related index, the paper studies the influence of retailers＇ risk attitude on ordering decision. The results show that. the retailer with risk averse tends to have more orders under the favourable situation, the retailer with risk preference tends to have more orders under the unfavourable situation. The risk preference reversal phenomenon is exsited in the ordering decision, and the reversal from preference to averse is general.

关 键 词： 风险态度 订货决策 实验研究

领　　域： [经济管理] [经济管理] [哲学宗教] [哲学宗教]