基于心理帐户理论的发电商月度发电交易计划执行偏差研究

Study on Implementing Deviation of Monthly Trading Scheme of Electricity Generator Based on Mental Accounting Theory

根据心理账户理论,指出了发电商在月度发电交易计划执行过程中的决策行为特征。分析了发电商的自我控制形式,明确了导致月度发电交易计划执行偏差的影响因素,提出通过识别月度计划执行偏差分析中的制约条件与不确定因素,有效抑制发电商认知偏差,调控优化发电商决策行为,减少月度发电交易计划执行偏差。

According to mental accounting theory, the decision-making behavior of power generation business was pointed out. The self-control form of the monthly power generation and trading plan execution of power generation business was analyzed, the affecting factors which cause the monthly power generation and trading plan＇s implementation bias of business was cleared, analyzing constrains and uncertainties in management process by identifying the implementation bias of monthly plan is put forward, that inhibits effectively cognitive bias of generators and their limited rational behavior, and thus controls and optimizes the decision-making behavior of power generation business, reduces the implementation bias of monthly power generation and trading plan.