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运营商利用消费者的上瘾行为定价了吗——来自中国网络游戏产业的经验证据 被引量:5

Have Service Providers Taken Advantage of Consumers’ Addictions in Their Pricing Strategies?Evidence from Chinese Online Games
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摘要 本文基于30款收费网络游戏玩家的样本数据,对我国收费网络游戏运营商是否在制定游戏价格时利用了玩家的上瘾行为牟利的问题进行了初步的实证研究,并对每款游戏玩家的长期折现因子和短期折现因子进行了探索性的校准讨论,进而对各款游戏玩家的行为类型进行了辨别。经验分析结果初步显示,收费网络游戏运营商主要以垄断定价方式利用了玩家的上瘾行为来牟利,而大部分游戏的玩家为理性消费者,一小部分玩家存在自我约束问题且更可能为心理成熟型消费者。最后,根据实证与理论研究结果对我国网络游戏产业发展的规制政策提出了尝试性的建议。 Based on a sample of players from 30 online games, we empirically test whether the Chinese online-game firms take advantage of their online-game players when designing pricing strategies by applying the theory of firm pricing under consumers' self-control-based addictions. Moreover, we exploratively calibrate the long-term discount factor and the short run discount factor of all the sample games. Subsequently, we design a strategy to identify the behavioral types of the quasi-hyperbolic discounting players of each game. The results preliminarily indicate that the firms have actually taken advantage of the players' addictive behavior to extract more surpluses mainly by monopolistic pricing; while the players of most games are rational, the rest have self-control problems but probably are also more sophistieat ed consumers. Finally, we propose some advices for government regulatory policy.
出处 《经济学(季刊)》 2009年第3期1329-1382,共54页 China Economic Quarterly
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共引文献465

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