Abstract This paper extends existing research on the dynamic behaviour of supply chains by including the influence of online reviews. We model an online supply chain which contains customers and one e-commerce retailer. By using simulation, we compare the dynamic performance in a supply chain for two scenarios, namely adopting an online review system and without adopting the system. The supply chain dynamic performance is measured by bullwhip effect and inventory variance amplification. The results demonstrate that the online review system increases both the bullwhip effect and inventory variance amplification, and this impact can be moderated by product quality, unit mismatch cost, lead time, and customer volatility. We further explore how our model could be extended to include market competition, dual sourcing, online review manipulation, and product returns. As the increase in the bullwhip effect and inventory variance amplification can be associated with supply chain inefficiency, managers who are aware of such consequences induced by online review adoption can make better decisions in supply chain management.

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探索在线评论对供应链动态的影响

摘要 本文通过包括在线评论的影响，扩展了对供应链动态行为的现有研究。我们对包含客户和一个电子商务零售商的在线供应链进行建模。通过模拟，我们比较了采用在线审核系统和不采用系统两种情况下供应链中的动态性能。供应链动态绩效通过牛鞭效应和库存方差放大来衡量。结果表明，在线评论系统增加了牛鞭效应和库存差异放大，并且这种影响可以通过产品质量、单位错配成本、提前期和客户波动来缓和。我们进一步探索如何将我们的模型扩展到包括市场竞争、双重采购、在线评论操纵、和产品退货。由于牛鞭效应的增加和库存差异放大可能与供应链效率低下有关，意识到采用在线评论会导致此类后果的经理可以在供应链管理中做出更好的决策。