CAJ | 학술논문

利他行为一直伴随着人类的历史,同时企业的成长过程也是一个不断学习的过程,因此建立基于利他偏好的学习博弈模型更加符合企业的需要,然而目前尚未见此研究。考虑了利他偏好之后,用效用函数取代直接收益,建立了改进的EWA学习模型,确定各参数的取值方法,给出了初始魅力值计算公式。设计了二级供应链情景下的实验,通过实验获得了数据。采用Matlab软件统计分析后发现：与基本EWA模型相比,考虑了利他偏好之后,实验者的策略选择更快地收敛,说明考虑利他偏好后EWA学习模型的学习效果更好。另外,社会距离越小,实验者的策略选择也越快地收敛,说明社会距离对策略的选择有显著影响,企业应该注重培养战略伙伴关系,降低社会距离,形成长期的合作关系。
이타행위일직반수착인류적역사,동시기업적성장과정야시일개불단학습적과정,인차건립기우이타편호적학습박혁모형경가부합기업적수요,연이목전상미견차연구。고필료이타편호지후,용효용함수취대직접수익,건립료개진적EWA학습모형,학정각삼수적취치방법,급출료초시매력치계산공식。설계료이급공응련정경하적실험,통과실험획득료수거。채용Matlab연건통계분석후발현：여기본EWA모형상비,고필료이타편호지후,실험자적책략선택경쾌지수렴,설명고필이타편호후EWA학습모형적학습효과경호。령외,사회거리월소,실험자적책략선택야월쾌지수렴,설명사회거리대책략적선택유현저영향,기업응해주중배양전략화반관계,강저사회거리,형성장기적합작관계。
Altruistic and egoistic behaviors are two kinds of homoeconomicus behaviors. Egoistic behaviors are the basis of human activities,while altruistic behaviors are the by-product of human activities. The learning models have been widely applied to understanding repeated games in recent years. The current study lacks of researches combining altruistic preferences with learning models. This paper tries to combine altruistic preferences with learning behaviors,and improve the general model of experienceweighted attraction（ EWA）. We mainly explore the effect of altruistic preferences on the EWA model,and the effect of social distance on altruistic preferences based on the EWA model.The EWA model integrates belief-based learning and reinforcement-based learning into a general learning model by incorporating altruistic preferences. The altruistic preferences may be affected by social distances and profit differences. The closer relationship the participants have,the stronger the altruistic preferences become. Altruistic preferences are also affected by profit difference because of social distance. In the formula of attraction with altruistic preferences,the altruistic utility is added to the payoff of participants. The utility function substitutes the payoffs function in the general model of EWA learning based on altruistic preferences.A learning experiment is designed in order to test the EWA model with altruistic preferences. The experiment is conducted in a food supply chain,in which a manufacturer will order raw materials from its suppliers. The manufacturer must manage the quality of raw materials because of the prevalent food quality problems. This study assumes that the manufacturer does not know anything about the real quality of raw materials. In order to purchase qualified raw materials,the manufacturer must not only conduct the sampling test of raw materials,but also use some incentive measures,such as sharing profits with the suppliers in order to increase their intention of controlling the quality of raw materials,Participants in the experiment are students of three MBA classes,whose ages range from 28 to 40 years old. They all have at least3 years of job experiences. Forty students are males,and the rest are females. These 60 students are divided into 30 groups. Two students work in a group as a two-echelon supply chain,in which one student plays the role of the manufacturer,and the other acts as the supplier.The results of this experiment showed that a manufacturer＇s choices converges on the equilibrium more quickly after altruistic preference is incorporated into the EWA model. That means the learning speed of an EWA model with altruistic preference is better than that of the traditional EWA model. The shorter the social distance,the faster the strategy choosing converges to the equilibrium solution. This finding indicates that social distance has an extraordinary effect on the selection of strategies.The new EWA model with altruistic preferences can express the better choice of the participants with altruistic preferences. In the business practice,altruistic preference can induce cooperation. In a strategic alliance,members will not betray their partners only for short-term benefits. Therefore,enterprises should build strategic partnership which can shorten social distance,strengthen cooperation,and increase mutual benefits.