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首页> 外文期刊>Production and operations management >Knowing What Your Customer Wants: Improving Inventory Allocation Decisions in Online Movie Rental Systems
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Knowing What Your Customer Wants: Improving Inventory Allocation Decisions in Online Movie Rental Systems

机译：了解客户的需求：改进在线电影租赁系统中的库存分配决策

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In Online Movie Rental Systems, customer desire to rent can often be observed before the actual consumption occurs. Desire represents uncensored (or true) demand information. Hence, the impact of inventory decisions (numbers of physical copies of different movies) can be accurately traced to the creation of desire (via Word-of-mouth), and then to rental. Word-of-Mouth (WOM) has been recognized as one of the most influential sources of information transmission, especially for experience goods. Poor inventory decisions may result in lost rentals in two ways: One is the loss of rentals because of low inventory (direct effect), and the other is the loss of the possible demand (rentals) that could have been created through WOM (indirect effect). We use data from an online DVD-by-mail firm to estimate the direct and indirect effects of inventory decisions, considering the circular relationship: Rental generates WOM, WOM creates Desire, and Desire turns into Rental. We find that the magnitude of indirect effects is significant, comparable to and sometimes even exceeding direct effects. The value of the empirical findings to facilitate better inventory allocation decisions is examined.
机译：在在线电影租赁系统中，通常可以在实际消费发生之前观察到客户的租赁意愿。需求代表未经审查（或真实）的需求信息。因此，库存决策的影响（不同电影的实际副本数量）可以准确地追溯到欲望的创造（通过口口相传），然后再追溯到租赁。口碑（WOM）已被认为是最有影响力的信息传递来源之一，特别是对于体验商品。不良的库存决策可能导致租金损失，有两种方式：一种是由于库存不足而导致的租金损失（直接影响），另一种是通过WOM可能造成的潜在需求（租金）的损失（间接影响）。 ）。考虑到以下循环关系，我们使用来自在线DVD邮递公司的数据来估计库存决策的直接和间接影响：租赁生成WOM，WOM创建Desire，而Desire变为Rental。我们发现，间接影响的程度是巨大的，与直接影响相当，有时甚至超过直接影响。研究了有助于更好的库存分配决策的经验发现的价值。

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