报告摘要：
In social commerce markets, selecting the right product to be sold is a crucial decision that relies on available signals indicating the products' market popularity. However, human decision-makers exhibited biases in interpreting these signals' strength and quantity (Griffin and Tversky 1992), which may result in product selection mistakes. The mistakes will cause a less popular product to be chosen for selling. To address this issue, we develop a behavioral model and characterize the necessary and sufficient conditions of signal strength and quantity for product selection mistakes. By conducting experiments, we estimate the parameters of human bias and show that human subjects may select a less profitable product due to either overestimating or underestimating the products' market popularity. Specifically, these mistakes occur when one product has higher signal strength but lower signal quantity compared to the other, or vice versa. This highlights the importance of considering both signal strength and quantity for correct product selection in social commerce markets. We further explore the impact of product selection mistakes on operations performance.
嘉宾简介：
李娟，南京大学工程管理学院教授，博士生导师. 2008年获上海交通大学企业管理博士学位，2010年7月从上海交通大学管理科学与工程博士后流动站出站，2008年2月获得上海交通大学企业管理专业博士学位，2003年7月获得哈尔滨工业大学管理科学与工程专业硕士学位，2001年7月获得哈尔滨工业大学机械设计及其自动化学士学位。研究领域为行为运营管理、供应链与物流管理，研究工作发表在《Naval Research Logistics》、《Decision Science》、《管理科学学报》等。研究主持国家自然科学基金项目5项（在研和结题），获得江苏省第15届哲学社会科学优秀成果奖（普及成果奖）一项，出版专著4本。