已有消费量、支付意愿与消费者言行差异——边际效用和边际替代率递减规律的再审视

Past Consumption,Willingness to Pay and Differences between Consumers'Words and Deeds:A Re-examination of the Law of Diminishing Marginal Utility and Marginal Substitution Rate

如何解释消费者陈述性偏好(言)与显示性偏好(行)之间的差异,既是重要的现实问题,也是前沿的学术问题。本文基于陈述性偏好测度方法应用和逻辑推论问题,着重考察边际效用递减规律和边际替代率递减规律的作用,探讨已有消费量与消费者支付意愿之间的关系,并以转基因食用油为研究对象,进一步分析在已有消费量的情形下,对消费者言行差异的影响和改进程度。结果表明,支付意愿并非固定不变,其受商品本身和替代品已有消费量的影响;在食用油支出占比高的情况下,转基因食用油已有消费量越多,消费者对转基因食用油的支付意愿越低,非转基因食用油已有消费量越多,消费者对转基因食用油的支付意愿反而越高。进一步研究发现,控制已有消费量的影响,在一定程度上可以缩小消费者言行差异问题。因此,在预测支付意愿和购买行为的调查中,增加对已有消费量的关注,可以修正陈述性偏好推论消费者行为时的应用范畴和逻辑演绎错误,有效减少消费者言行差异,提高预测效率。

The difference between consumers declarative preferences and explicit preferences is both an important practical issue and a frontier issue.Based on the law of diminishing marginal utility and the law of diminishing marginal substitution rate,this paper theoretically explores the relationship between past consumption and consumers'willingness to pay,and takes genetically modified edible oil as the research object to further identify the impact and degree of past consumption on the differences in consumers'words and deeds.The conclusions show that the willingness to pay is not fixed and is affected by the consumption of the goods and substitutes;in the case of the high proportion of edible oil expenditure,the more the consumption of genetically modified edible oil is,the lower the willingness of consumers to pay for genetically modified edible oil is,and the more the consumption of non-genetically modified edible oil is,the higher the willingness of consumers to pay for genetically modified edible oil is.Further research has found that controlling the impact of past consumption can narrow the difference between consumers'words and deeds to a certain extent.Therefore,increasing the attention of past consumption is helpful to enhance the consistency of consumers'words and deeds,and to correct logical deduction errors in the deduction of consumer behavior from declarative preferences,and to improve predictive efficiency in the surveys of wilingness to pay and purchasing behavior.