摘要
针对消费者在线购买感知偏差行为给线上零售商带来的负面效应,构建贝叶斯更新模型,分析零售商引入AI辅助工具与开设线下展厅策略的有效性,探讨两种策略对缓解信息不对称的效果。研究发现:消费者存在感知偏差时,零售商的产品价格与期望收益均受到负面影响;零售商引入AI辅助工具及开设线下展厅策略的有效性受到投入成本影响,当零售商开设线下展厅的成本较小时,开设线下展厅的收益更高。当开设线下展厅的成本适中且引入AI技术的成本较小时,零售商选择引入AI辅助工具,否则选择开设线下展厅。
Aiming at the negative effects of consumers'online purchase perceptual biases behavior on online retailers,a Bayesian update model is constructed to analyze the effectiveness of retailers'strategies of introducing AI-assisted tools and opening offline showrooms,and to explore the effects of the two strategies on mitigating information asymmetry.The results show that when there are consumer perceptual biases,the retailer's product prices and expected revenues are both negatively affected.The effectiveness of retailers'strategies,namely introducing AI-assisted tools and opening offline showrooms to alleviate perceived biases is affected by investment costs,the revenues are enhanced when the cost of retailers'opening offline showrooms is small.When the cost of opening offline showrooms is moderate and the cost of introducing AI technology is small,retailers choose to introduce AI-assisted tools,otherwise they choose to open offline showrooms.
作者
陈仁霞
李豪
谭美容
CHEN RENXIA;LI HAO;TAN MEIRONG(Chongqing Jiaotong University,Chongqing 400074,China;Chongqing Finance and Economics College,Chongqing 401320,China)
基金
重庆市社科联培育项目(2025PY38)
重庆市研究生科研创新项目(CYB25290)。
关键词
感知偏差
AI辅助
线下展厅
应对机制
Perceptual biases
AI-assisted
Offline showroom
Coping Mechanism
