摘要
鉴于自我控制问题所导致的消费者上瘾行为在我国诸多产业中的普遍存在,将易上瘾产品的习惯形成性与负的内部性引入到企业的纵向差异化价格竞争中,考察了自我控制问题的严重程度不同的消费者下企业的定价策略,并对各行为类型消费者下的企业均衡价格与市场份额进行了对比分析.研究表明,在理性消费者情形下,企业的纵向差异化竞争只存在唯一的均衡;而当消费者存在自我控制问题时,则竞争可能存在多种均衡可能性,这是由消费者的自我控制问题所导致的过度自信或心理成熟所造成的.同时,消费者对两企业产品的体验水平组合对企业的纵向差异化的均衡价格和市场份额产生影响,而且消费者在消费两企业产品时的负内部性与习惯形成性的大小也会影响企业的竞争均衡.
Since the addiction induced by consumer's self-control problems is prevalent in many Chinese industries,this paper introduces two features of addiction proposed by O'Donoghue and Rabin(1999 a,2002) :habit-forming and negative internalities,into duopolistic price competition with vertical differentiation.Firms' equilibrium pricing strategies are investigated when consumers are rational,naive and sophisticated,and the equilibrium price of each firm and the corresponding market share with each other in these three cases are also compared.It is found that when consumers are rational,price competition generates a unique equilibrium.By contrast,when consumers are quasi-hyperbolic discounters,the competition between firms may have multiple equilibria,which attributes to consumers' overconfidence in their future consumptions or sophistication.Meanwhile,under each of the three behavioral types of consumers,three factors will affect the firms' equilibrium prices and corresponding market shares:the consumer's initial experience portfolio of the two addictive products,the parameter of habit-forming,and the size of negative internalities.
作者
杨剑侠
陈宏民
YANG Jian-xia;CHEN Hong-min(School of Business,East China University of Science and Technology,Shanghai 200237,China;Antai College of Economics & Management,Shanghai Jiao Tong University,Shanghai 200052,China)
出处
《管理科学学报》
CSSCI
CSCD
北大核心
2018年第7期11-34,共24页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(71103065)
关键词
自我控制
上瘾
纵向差异化
价格竞争
self-control
addiction
vertical differentiation
price competition