基于消费者质量体验感知的信息产品定价和质量策略研究

Research on the Impact of Consumer Quality Experience Perception on Information Product Pricing and Quality Strategy

基于信息产品可体验特征,运用博弈论和决策优化理论研究了盗版消费者体验感知对信息产品提供商定价及质量策略的影响.通过对连续两个阶段具有关联性的消费者产品购买效用分析,推导了消费者体验感知下的正版品和盗版品需求函数,建立并求解了提供商定价及质量决策模型,探讨了体验感知对盗版产品市场进入条件及均衡结果随体验感知的变化规律.研究表明,体验感知较小时,其不会对消费者行为及市场决策产生任何影响;体验感知较大时,第1阶段的盗版消费者第2阶段可能向正版品转移.纯价格决策下,体验感知不利于反盗版目标.价格质量决策下体验感知则会降低市场盗版率,同时有利于正版商利润的提升.无论哪种市场模式,体验感知一定会提高信息产品均衡质量及社会总福利,但消费者剩余随体验感知的增强先上升后下降.

Based on the experiential characteristics of information products,game theory and decision optimization theory are used to study the impact of consumers'experience perception of pirate products on the pricing and quality strategy of product providers.Through the analysis of the two successive stages of purchase behavior,the demand functions of legal and pirated products under the consumers'experience perception are derived.On this basis,the pricing and quality decision-making models of providers are established and solved,and the impact of experience perception on the market conditions of pirated products and balaced results are discussed.The research shows that,when the consumers'experience perception is not obvious,it will not have any impact on consumer behavior and providers'decision-making,but the consumers who buy pirated products in the first stage may turn to genuine products in the second stage when the experience perception is large enough.Under the pure price decision,experience perception will be not conducive to the goal of anti-piracy.When quality decision-making is carried out besides,experience perception will reduce the market piracy rate,and be help to the improve of the profit of the legal providers.No matter under which market model,experience perception will certainly improve the quality of information products and the total social welfare,but the consumer surplus will rise first and then decline with the increase of experience perception.