为何社交商品在市场上真伪并存?——市场分割、社交外部性与规制

Why the Genuine and Counterfeits Coexist?——Market Segmentation,Social Externalities and Regulation

消费者常常希望通过购买一些具有社交属性的商品向其他消费者群体展现社会或财富地位,这种特性也驱使着部分消费者购买仿冒品。本文通过构建一个零售商同时出售正品与仿冒品的理论模型,研究社交商品市场上不同消费者群体之间社交互动效应。研究发现,相较于不能出售仿冒品的基准案例,出售仿冒品能够让零售商得到更高的利润,且利润随着社交属性的增强而上升。但是只有当商品的社交属性较低时,社会福利在真假并存的市场上更高。从政府规制的角度出发,研究结果显示,政府部门的规制力度与消费者剩余呈现“J”型关系、与社会福利呈现“U”型关系。

Individual often wishes to show superior social and wealth status by purchasing products which have social attribute.Motivated by this aim,some consumers tend to purchase,if available,counterfeits.We construct a theoretical model that incorporates this phenomenon to examine the effect of social interactions among different peers.We find that,compared to the benchmark case,selling both genuine products and counterfeits can raise firm’s profit But only when the social attributes are week,selling both can raise total welfare.From the perspective of regulation,this paper reveals a"J-shape"relationship between the level of enforcement and consumer surplus,and an"U-shape"relationship with total welfare.