关键词: 制销供应链联盟, 产品安全责任, 消费者满意度, 投资决策, 博弈论

Abstract: Applying the basic idea of game theory, starting from the product safety (one perspective of the corporate social responsibilities) influence on the consumers, consumer’s investment decision base on product safety responsibility of manufacturer-retailer supply chain alliance is studied in this paper. The results show that in order to make g manufacturer-retailer alliance respond essentailly to the consumers’ requirement of fulfilling safety responsibilities, consumers should make contribution to the consumers’ organization in order to ensureg manufacturer-retailer alliance is targeted by the consumers’ organization. The low-σ consumer chooses to give personally to product safety causes, holds no shares in the g manufacturer-retailer alliance, and does not contribute to the the consumers’ organization. The high-σ consumer which holds shares in the g manufacturer-retailer alliance or contributes to the the consumers’ organization is a better substitute for personal giving to product safety causes. Both the low-σ and the high-σ consumers may hold shares in the b manufacturer-retailer alliance. Valuable guidances to the consumer’s investment decision base on product safety responsibility are provided in this study.

Key words: manufacturer-retailer supply chain alliance, product safety responsibility, consumers’ satisfying degree, investment decision, game theory