Asymmetric Consumer Learning and Inventory Competition
建立了一个消费者学习模型，研究消费者对不确定服务的不对称学习如何影响零售商之间的库存竞争，并分析了不对称性对最优服务水平、市场份额和利润的影响。
We develop a model of consumer learning and choice behavior in response to uncertain service in the marketplace. Learning could be asymmetric, that is, consumers may associate different weights with positive and negative experiences. Under this consumer model, we characterize the steady-state distribution of demand for retailers given that each retailer holds a constant in-stock service level. We then consider a noncooperative game in steady state between two retailers competing on the basis of their service levels. The demand distributions of retailers in this game are modeled using a multiplicative aggregate market-share model in which the mean demands are obtained from the steady-state results for individual purchases, but the model is simplified in other respects for tractability. Our model yields a unique pure strategy Nash equilibrium. We show that asymmetry in consumer learning has a significant impact on the optimal service levels, market shares, and profits of the retailers. When retailers have different costs, it also determines the extent of competitive advantage enjoyed by the lower-cost retailer.