消费者可追溯猪肉购买决策行为中的诱饵效应研究

Study on the Decoy Effect Related to Consumers’ Traceable Pork Purchase Decision Behavior

本文以江苏省无锡市241位消费者为样本,基于经典经济学中的偏好独立性公理和行为经济学中的前景理论,采用对比实验的方法,以包含外观与价格两个属性的普通猪肉为参照,研究了在可追溯猪肉信息与价格两个属性与可追溯猪肉信息、外观与价格三个属性框架下消费行为的诱饵效应。研究表明,消费者在普通猪肉和可追溯猪肉的消费行为中均存在诱饵效应,可追溯猪肉的诱饵效应强度的次序依次为可追溯信息属性、外观属性、价格属性,属性的诱饵效应强度次序与属性的偏好次序具有一致性,且属性的偏好次序决定诱饵效应强度次序,因此,猪肉的消费行为虽然受情境影响而产生诱饵效应这一非理性行为,但就本质而言,消费行为仍以消费效用最大化原则为基础,非理性行为并不是消费行为的全部,非理性中依然隐藏着理性,非理性与理性融于一体并共同对诱饵效应产生作用。

Based on the independence of preference axiom of classical economics and the prospect theory of behavioral economics,the present study tests the decoy effect that affects consumer behavior through comparative experiments.It treats the information and price of traceable pork as two attributes,and the information,appearance and price of traceable pork as three attribute framing elements.Meanw hile,common pork is used as a reference,with its appearance and price as two attributes.Also,the present study interview ed 241 consumers from Wuxi City,Jiangsu Province as theresearch sample.The results show ed that the decoy effect that affects consumer behavior could be identified when consumers purchased either common or traceable pork.In the case of traceable pork,the intensity order of the decoy effect follow s as attributes of traceable information,attributes of appearance and attributes of price.For all attributes,the intensity of decoy effect is consistent with their preference order,and preference order actually determines the intensity order of the decoy effect.T herefore,although pork consumption behavior is influenced by the actual situations,with the decoy effect emerged as irrational behavior,in essence,such consumption behavior is still based on utility maximization principle.Irrational behavior does not represent the entire consumption behavior,and irrationality does not exclude rationality.Actually,irrationality and rationality are intertw ined to co-affect the decoy effect.