社會學(xué)習(xí)視角下運(yùn)營管理決策研究

摘要： 隨著電子商務(wù)的快速發(fā)展與廣泛應(yīng)用,在線評論隨處可及,深刻地影響了消費(fèi)者與企業(yè)的決策行為.基于社會學(xué)習(xí)視角,介紹了相關(guān)概念及社會學(xué)習(xí)機(jī)理;深入分析了運(yùn)營管理決策研究的現(xiàn)狀、挑戰(zhàn)與契機(jī).在此基礎(chǔ)上,結(jié)合產(chǎn)品與服務(wù)管理實踐,從研究內(nèi)容角度,闡述了其延伸的4個方向,即質(zhì)量、服務(wù)與信息、產(chǎn)品類型、研究主體與社會學(xué)習(xí)平臺;此外,結(jié)合研究范式演變,指出行為實驗研究與數(shù)據(jù)驅(qū)動研究將成為不可或缺的研究范式,形成多范式交叉融合的情形.文章旨在提煉社會學(xué)習(xí)視角下運(yùn)營管理決策研究的未來發(fā)展方向,為相關(guān)研究提供參考.
With the rapid progress and wide application of E-commerce,online reviews are ubiquitous,which has profound impacts on the decision behaviors of consumers and firms. From the social learning perspective,this paper firstly introduces the related concepts and learning mechanisms,and then reviews the associated current research,challenges and opportunities regarding operations management decisions. Based on the practice of operations management regarding products and services,four main future research areas(i. e.,quality,service and information,various product categories,participants and learning across multiple platforms)and two research paradigms(i. e.,behavioral experimental study and data-driven study) are suggested. The research issues on operations management decisions based on social learning suggested in this paper can be good directions of future research.