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題名：企業與消費者動態互動之研究：以人工世界方法探討
作者：呂德財
作者(外文)：Te-Tsai Lu
校院名稱：雲林科技大學
系所名稱：管理研究所博士班
指導教授：陳重臣
學位類別：博士
出版日期：2007
主題關鍵詞：人工世界；系統模擬；消費者行為；擴散模型；組織學習；組織創新；Consumer Behavior；Organizational Innovation；Organizational Learning；Simulation；Artificial World；Diffusion Model
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本研究目的是建立一個探討企業與消費者之間互動的系統，以探討採用不同企業組織學習與創新策略，在面對不同消費環境下，其彼此之間的競爭與互動情形，及消費者的群體行為。本研究的作法是擷取真實世界中企業組織及消費者的重要特性，建立一個人工世界，它的基礎模型組成元件，大致可以分成四個主要的模組：「企業組織群」、「消費者群」、「消費評估」、及「學習與創新」，這四個模組是以不連續事件的模擬方法，將它們彼此之間的關係連接起來，並形成兩個模型架構：「企業互動模型」與「消費者互動模型」。在「企業互動模型」之實驗架構下進行了組織學習及組織創新的實驗，在「消費者互動模型」架構下進行口碑傳播實驗。
在組織學習實驗的結果，慢速學習及多對象學習的企業學習策略，在消費者需求變動性高的環境中其績效較佳。相對的快速學習及單一對象學習的企業在確定的消費環境，其績效較好。在組織創新實驗中，本研究歸納出四種敗方反撲的競爭模式。在消費者口碑傳播實驗方面，本研究則提出雙商品及三商品競爭模式。再者，這些三種競爭類別，都出現一些不預期的豐富競爭型態，使得本研究方法取得進一步研究動態競爭的機會。
本研究所強調的重點，並不是在驗證實驗所得的結論上，而是在如何利用這個人工世界所建立的模型以發掘及探索一些已知或未知的系統動態及結果，特別是一些偶發或特殊的個別實驗結果。這些偶發、特殊、微觀的結果，是較難以利用實證或解析的社會科學研究方法得到的。
The purpose of this study is to construct a computer simulation system for investigating the effects of business adopting different learning and innovational strategies in the changeable consumer market, and the competitiveness and interaction between businesses, also the behavior of consumers. The system constructed is an abstract model that captures some general features of consumers and organizations as well as their interactions in the real world, which constitutes an artificial world. It has four major modules: consumers, businesses, satisfaction evaluation, and organizational learning and innovation. These modules, including their interactions, are linked with the discrete-event simulation and form two models. The “businesses interact model” where the organizational learning and organizational innovation are experimented on it, and under the “consumer interact model” the word of mouth diffusion experiments are experimented.
The results of organization learning show that different organizational learning strategies are better suited for different environments. Organizational learning provides organizations a chance of undergoing transformation to better meet consumers’ needs. However, it is risky to blindly adopt an aggressive learning strategy when the environment (market) is not stable. Instead, it may be better to adopt a conservative learning strategy. On the other hand we find four competitive types for the loser in the result of organizational innovation experiments. Finally, we proposed the types where two and three organizations compete one and another in diffusion environment. Above all, there exist vary competitive phenomenon in all the three experiments, such that emerge the chance for us to study the dynamic interaction when adopt this artificial word approach.
So far as this study emphasized is not to show the result of the experiments, but to show how the artificial world model is used to explore some dynamic interactions which already known or unknown. Especially, some special cases occur occasionally which are not easy to find in the traditional social science research method.
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