讲座预告 | 管理学院管理学与经济学系列前沿讲座之三六六讲

郑兴教授现任美国佛罗里达大学沃灵顿商学院终身教授及 John B. Higdon杰出讲座教授，原佛罗里达大学信息系统与运营管理系(Information System and Operation Management)系主任(2011-2014)。其研究方向为电子商务、互联网技术 对软件开发和营销的影响、信息系统政策问题等方面。郑教授在关于软件开发策略和网络中立性方面的研究成果具有开创性意义，尤其有关软件盗版原因发表的一系列研究成果为企业伦理管理做出了突出贡献。

New service operations business models betting on consumers’ “present-biased preferences”, the human tendency of making time-inconsistent intertemporal choices and exhibiting naïvete about their self-control, have been proliferating recently. Of critical interest to both the academia and the industry is whether these new service operations business models generate a higher profit than the traditional retailer model, and whether the merchant’s optimal choice of business model conforms to that of the social planner with the aim of maximizing social welfare. We build a stylized model to address these intriguing questions. Our results show that consumers’ valuation of the underlying product or service, how naïve consumers are in believing meeting the requirement in the future (i.e., their present-biased preferences), and how differently consumers treat losses versus gains (i.e., the loss aversion effect) are three key factors affecting the profitability of these new service operations models. More specifically, we find that when consumers’ valuation of the service is relatively low, the new service operation models outperform the traditional retailer model in terms of merchant’s profits. However, the traditional retailer model performs better when consumers’ valuation is high. We also characterize conditions under which the merchant’s optimal choice of the business model deviates from the social optimum.