网络投机消费研究

Research of the Speculative Consumption in Networks

本文在对网络消费者有限理性进行深入分析的基础上,将消费者的损益分为"心理层面的正效用"、"心理层面的负效用"和"实质性的负效用"三种类型。系统分析了不同预期类型的消费者进行网络投机消费的损益情况,并通过阐述不同损益对消费者剩余和社会福利的影响,提出了对网络投机消费进行规制的政策建议。

Based on a systematical analysis of consumers bounded rationality in networks, this paper illuminated the gain and loss that consumers may face when they hold the speculative consumption behavior in networks under different conditions. The speculative gain and loss were classified into three types as ＂loss in mind＂, ＂gain in mind＂ and ＂actual loss＂, and the loss and gain that consumers may face when they hold different kinds of expectations were researched also. Several suggestions were given to rule out the disadvantages that the speculative loss may bring to the welfare and consumers＇ surplus.