考虑消费者预期后悔的价格歧视策略研究  

Study on Price Discrimination Strategies with Consumer Anticipated Regret

作　　者：刘维奇 张晋菁[3] LIU Wei-qi;ZHANG Jin-jing(Research Center for Management and Decision Making, Shanxi University, Taiyuan 030006,China;Faculty of Finance and Banking, Shanxi University of Finance and Economics, Taiyuan 030006, China;School of Economic and Management, Shanxi University, Taiyuan 030006, China)

机构地区：[1]山西大学管理与决策研究所,山西太原030006 [2]山西财经大学财政金融学院,山西太原030006 [3]山西大学经济与管理学院,山西太原030006

出　　处：《中国管理科学》2018年第5期1-8,共8页Chinese Journal of Management Science

基　　金：国家社会科学基金资助项目(15BJY164)

摘　　要：基于行为的价格歧视（BPD）受到越来越多的关注,企业为了更好地服务于各细分市场,需要更细致的考虑消费者事前估值的不确定性,以及因此出现的消费者预期后悔。本文在双寡头垄断市场中建立模型,探讨消费者预期后悔对企业动态价格竞争和利润的影响。研究结果表明,消费者预期后悔会对自身购买决策产生显著影响;当高值实现概率相对较低,高低值差异大且切换后悔的厌恶较小或者重复后悔的厌恶较大时,企业奖励重复购买的客户,否则奖励切换者;预期后悔对企业的利润既可以有正面的影响也可以有负面的影响。Firms in many industries（including telecommunications,financial services,newspaper and magazine subscriptions,and Internet-based commerce）can recognize their previous customers and can thus price discriminate on the basis of purchase history.Advances of information technologies ease collection of customer data,and data-driven marketing further promotes adoption of BPD.Not surprisingly,such behavior-based price discrimination（BPD）has drawn growing research interests over the past decade or so.Consumers＇ valuation uncertainty is introduced,and it is assumed that consumers do not observe their values of each product before purchase when the firms practice BPD.Once the true values are determined,their purchase decisions made under such uncertainty may lead to post-purchase regret.So they will consciously anticipate the possible regrets before decision making,i.e.,anticipated regret.To investigate the effects of customer anticipated regret on dynamic price competition,behavior-based price discrimination（BPD）in a two-period experience good duopoly with a discrete value distribution is considered.First,adynamic game model between the consumer and both firms is established.Furthermore,the equilibrium configuration when the firms practice BPD is summarized in two types of regret aversion：（a）rS 〉rR=0 and（b）rR 〉rS=0,which can provide firms with guidelines about how should the firm use behaviorbased pricing（BBP）to discriminate between its own and competitors＇ customers in a competitive market and how to most profitably manage the consumer＇s anticipated regret.The results of the study show that：（1）the consumer＇s anticipated regret can significantly impact his purchase decision byaffectingconsumer＇sprice sensitivity;（2）the firms should reward repeat customers when the segment of consumers who realized a high value in period 1 is relatively small and when the high-low value difference is high and when the consumersswitching regret aversion is very weak or repeat-purchase regret

关 键 词：预期后悔 基于行为的价格歧视 估值不确定 价格竞争 

分 类 号：F270[经济管理—企业管理]