报告题目：Referral, Learning and Inventory Decisions on Social Networks

报告人： 孔广文   明尼苏达大学

报告时间：2019年6月18日 14:30-15:30

报告地点：知新楼B座1032报告厅

报告摘要：

We examine the impact of social learning in a referral program when customers' preferences are correlated in a social network. We characterize customers' purchasing strategies based on their information and their types, and derive the demand distributions when customers are involved in social learning in a referral program. While customers in lack of knowledge on their own preferences will introduce bias to the demand expectation, social learning reduces the bias at the expense of increasing demand variance. We investigate a firm's inventory decision when customers involved in social learning in a referral program. We find that the stock-out of one product would suppress the demand of the other product when customers are involved in social learning. Allowing customers to make multiple referrals reduces the negative effect of stock-out but meanwhile dramatically increases the demand variance.

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