報告題目: Managing Consumer Deliberations in a Decentralized Distribution Channel
報告人: 李彥誌 教授
時間：6月24日10:40-12:10  
地點：行政樓128會議室

報告人簡介：李彥誌，香港城市大學管理科學系副教授🚛。他先後在清華大學和香港科技大學獲得工學學士學位和管理學博士學位🦪。李彥誌教授的研究領域包括綠色供應鏈管理、易腐蝕貨物庫存管理及供應鏈金融等方向。他有多篇期刊發表在Marketing Science🏃、Production and Operations Management🪠、Manufacturing & Service Operations Management (M&SOM)等世界頂級管理科學類期刊上🤺。

摘要: Consumers have to incur deliberation costs in learning about their valuations for a new product. In a decentralized channel, the retailer directly influences consumers’ deliberation efforts and their subsequent purchase decisions through the retail price, but the manufacturer can also affect consumer deliberations indirectly through the retailer’s response to the wholesale price. Our analysis shows that, first, a large enough deliberation cost can enhance the manufacturer’s ability to achieve channel coordination through the wholesale price. Second, the channel members have misaligned incentives to empower consumers and reduce their deliberation cost. In the equilibrium the retailer, not the manufacturer, will empower consumers and reduce the deliberation cost to an intermediate value. Finally, the consumer deliberation cost can lead the manufacturer to offer a socially suboptimal product quality. These nontrivial effects of the deliberation cost underscore the importance of considering consumer deliberations in channel management. This is a joint work with LI Xi and SHI Mengzi at University of Toronto.