投射偏差视角下的服务类品牌消费——以农村信息消费支付意愿为例

Service Durable Goods Consumption under Projection Bias Perspective——In the Case of Willingness to Pay on Rural Information Consumption

现将投射偏差模型框架引入服务类耐用品消费者均衡中,从理论上阐述投射偏差如何会导致消费者在服务类商品消费时无法达到效用最大化。研究采用实验和实地调研的方法,一共有251名人员参与了实验与调研,分析上网体验对于未来一年宽带的支付意愿影响。研究结果发现,人们在体验上网前后对于信息的认知状态有显著差异,没有上过网的人会基于当前的认知状态而低估未来一年宽带的效用,其支付意愿明显低于上过网的人,投射偏差在服务类耐用品的消费均衡中发挥了重要作用。

The projection bias model frame is introduced to consumer equilibrium in order to elaborate how people fail to maximize utility by the projection bias when they consume service durable goods. By the experiment and field survey of how the experience of Internet influences the willingness to pay in next year,it is found that people＇s cognition have significant changes after they＇ve experienced the Internet. Someone who has never used the Internet would underestimate the utility of broadband for the next year based on his current cognition because of the projection bias,resulting in his willingness to pay is lower obviously than someone who has experienced the Internet.