基于参照点依赖的消费者损失规避行为对企业竞争的影响

发布时间：2019-03-30 21:14

【摘要】：传统运营管理研究中以总量需求为对象,忽略消费者的个体决策。近年来随着运营管理与市场学的交叉研究的兴起,学者们逐渐重视将消费者行为引入运营管理中,探讨消费者的个体行为对企业竞争的影响既具理论意义、又具实际价值。注意到消费者选择商品时通常以基准价格或者质量为基础进行比较,并表现出对损失效用的规避行为。进一步发现在不同的市场结构下,参照价格和质量的形成并不相同,从而影响消费者的购买决策,称之为损失规避行为下的参照依赖。本文研究不同市场结构下、不同的参照点设置对消费者损失规避行为的影响、以及如何影响双寡头竞争环境下企业的价格和质量决策。以建模分析为主,数值分析为辅,主要研究以下两方面内容:(一)非对称竞争环境下的损失规避行为和企业竞争。市场中存在主导企业和非主导企业,参照点仅由主导企业决定。在这种竞争环境下,研究发现:企业边际质量成本一致时,市场上存在多个均衡解,企业边际成本不一致时,不同的条件下将有不同的均衡解。当行业边际质量成本相同时,双方企业均不能从消费者损失规避行为中获得竞争优势;当行业边际成本较高时,主导企业能从消费者损失规避效应中获得竞争优势;当行业边际成本较低时,企业之间的竞争非常复杂。(二)对称竞争环境下的损失规避行为和企业竞争。参照价格和参照质量由两家企业共同决定。在这种竞争环境下,消费者基于两家企业的价格和质量形成自己的参照点分布,在评估两家企业的产品时均表现出损失规避行为,从而产生额外的心理效用。特别讨论两种情况:消费者以(1)企业均值;(2)行业最佳为参照点。研究发现:企业成本边际质量成本不一致时,边际质量成本低的企业能够从消费者损失规避行为中获得竞争优势;此外,相较于消费者以最佳选择为参照点的情况,消费者以均值为参照点时损失规避对企业利润更低。本文研究表明:消费者损失规避行为均使得双方企业的利润降低,消费者剩余增加。对称竞争环境下低边际成本企业总是获得竞争优势,而在非对称竞争环境下,主导企业在整个行业边际成本较高时总是能获得竞争优势。
[Abstract]:The traditional operation management research takes the total demand as the object, neglects the individual decision-making of the consumer. In recent years, with the rise of cross-research on operation management and marketing, scholars have paid more and more attention to introducing consumer behavior into operation management, and discussing the influence of consumer individual behavior on enterprise competition has both theoretical significance and practical value. It is noted that consumers usually make comparisons on the basis of benchmark price or quality when choosing goods, and show evasive behavior of loss utility. Furthermore, it is found that the formation of reference price and quality is not the same in different market structures, which affects the purchase decision of consumers, which is called reference dependence under loss aversion behavior. This paper studies the influence of different reference point settings on consumer loss avoidance behavior under different market structure and how to influence the price and quality decision-making of enterprises in duopoly competition environment. Based on modeling analysis and numerical analysis, this paper mainly studies the following two aspects: (1) loss avoidance behavior and enterprise competition in asymmetric competition environment. There are leading enterprises and non-leading enterprises in the market, and the reference point is decided by the leading enterprises only. In this competitive environment, it is found that when the marginal quality cost of an enterprise is the same, there are several equilibrium solutions in the market, and when the marginal cost of the enterprise is inconsistent, there will be different equilibrium solutions under different conditions. When the marginal quality cost of the industry is the same, neither enterprise can obtain the competitive advantage from the consumer loss avoidance behavior, and when the industry marginal cost is higher, the leading enterprise can obtain the competitive advantage from the consumer loss avoidance effect; When the marginal cost of the industry is low, the competition between enterprises is very complex. (2) loss avoidance behavior and enterprise competition in symmetrical competitive environment. Reference price and reference quality are determined by the two enterprises. In this competitive environment, consumers form their own reference point distribution based on the price and quality of the two enterprises, and show loss avoidance behavior when evaluating the products of the two enterprises, thus producing additional psychological utility. In particular, two cases are discussed: consumers take (1) corporate mean and (2) industry best as the reference point. It is found that when the marginal quality cost is inconsistent, the enterprises with low marginal quality cost can obtain the competitive advantage from the consumer loss avoidance behavior. In addition, compared with the case where the consumer takes the best choice as the reference point, the loss aversion to the enterprise profit is lower when the consumer takes the average value as the reference point. This paper shows that: consumer loss avoidance behavior reduces the profits of both enterprises and increases the consumer surplus. In symmetric competitive environment, low marginal cost enterprises always gain competitive advantage, while under asymmetric competitive environment, dominant enterprises always gain competitive advantage when the marginal cost of the whole industry is high.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F271

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