数字行为经济学研究进展

Research Progress on Digital Behavioral Economics

数字技术的发展和应用正在深刻地改变着经济社会的运行方式,也对经济主体的行为和决策研究提出了新的挑战。数字行为经济学是一门分析数字环境下经济行为与决策的新兴学科,近年来受到了越来越多的关注。首先,本文介绍了数字行为经济学的内涵与发展领域,继而探讨了数字经济行为区别于传统经济行为的新模式,以及数字技术赋予经济主体决策制定的新范式;其次,本文分析了数字技术应用给经济主体决策带来的新问题,如数字鸿沟、隐私、伦理等;最后,本文展望了数字行为经济学的发展趋势和前景,以及未来研究的重要方向,并讨论了数字行为经济学对政策制定和经济实践的应用价值。

Behavioral economics originated from the challenge to the rational man hypothesis in economics,with early studies primarily focusing on the psychological mechanisms and biases of individual behaviors.However,with the rapid development and application of digital technology,profound changes have occurred in people’s economic behavior and decision-making,giving rise to digital behavioral economics.Based on the concept of digital behavioral economics proposed by Puaschunder(2021),this paper collects the latest studies on digital behavioral economics,supplementing and improving its research framework to help scholars broaden new research perspectives.In the first part,this paper introduces the meaning and development of digital behavioral economics.It is an interdisciplinary field that explores the influence and optimization of digital technology on people’s economic behavior and decision-making.It examines how digital technology changes people’s behavior and utilizes digital technology to address human limitations and shortcomings.It also involves multiple areas such as consumption,investment,finance,governance,labor markets,healthcare,and smart management,demonstrating the application and innovation of digital technology in various fields.In the second part,this paper introduces the new patterns of digital economic behavior distinct from traditional economic behavior.These include digital behavior propulsion,where digital platforms,companies,and politicians use user interface design to influence people’s choices and behavior;digital behavior dependence,where people rely on digital technology to fulfill their needs for information acquisition,communication,shopping,and work;digital behavior conformity,where economic agents are more easily influenced by others’information,evaluations,and behaviors in the digital environment;and digital behavior encryption,where economic agents use digital technology to protect their behaviors and preferences,avoiding being acquired and utilized by others.In the third part,this paper introduces the new decision-making paradigms granted to economic agents by digital technology.This includes the latest achievements in decision optimization using big data,machine learning,and artificial intelligence.The application of these technologies enhances scientificity,rationality and effectiveness of decision-making,improves business processes,and optimizes resource allocation,bringing about new decision-making paradigms for economic agents.In the fourth part,this paper introduces the new problems brought about by the application of digital technology to the decision-making of economic agents.These problems include information acquisition bias,and disparities in consumption behavior,educational behavior and social behavior caused by the digital divide;personal data privacy infringement,unfair competition,behavior manipulation,and privacy protection dilemmas related to digital privacy;and the ethical and moral issues of algorithmic bias,autonomous decision-making,and job displacement within the field of digital ethics.These challenges and issues need to be carefully addressed to ensure the reasonable application of digital technology and the sustainable development of society.Finally,this paper introduces the development trends and research directions of digital behavioral economics.As an emerging field of study,digital behavioral economics has important applied value for analyzing the digital transformation process,and guiding policy-making and economic practices.