在线购物是否存在“反戴蒙德悖论”现象?  

Is There an“Anti-Diamond Paradox”in Online Shopping?

作　　者：端利涛 吕本富 Duan Litao;Lv Benfu(School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190;China Institute for Innovation&Development Strategy,Beijing 100007)

机构地区：[1]中国科学院大学经济与管理学院,北京100190 [2]国家创新与发展战略研究会,北京100007

出　　处：《管理评论》2022年第9期134-146,共13页Management Review

基　　金：国家自然科学基金重点项目(71532013);国家自然科学基金面上项目(71871210,71972174)。

摘　　要：线下市场因为存在不可避免的搜索成本导致市场出现了戴蒙德悖论现象。直觉上,在线平台市场已经将搜索成本降低为零,市场应该出现戴蒙德悖论的对立面——“反戴蒙德悖论”现象,即在线平台的商品以最低水平定价。事实并非完全如此,在线平台市场上价格离散现象和降价压力同时存在。针对此现象,本文提出了消费者所面对的价格结构公式。从价格结构的角度分析,消费者支付给卖方的价格并非消费者所花费的实际价格,实际价格包括消费者的交易价格、消费者搜索商品信息的成本和消费者排除所搜集商品信息噪音的成本。在线平台市场只是降低了消费者搜索商品信息的成本,并不会主动降低消费者排除所搜集商品信息噪音的成本,甚至会增加该成本。本文证实了平台确实存在增加消费者排除所搜集商品信息噪音的成本的动力,并在价格结构的基础上提出了在线商家的定价公式,解释了平台和商家实行大数据杀熟的逻辑。Due to the inevitable search cost,there is a Diamond Paradox in the offline market.Intuitively speaking,the online platform market has reduced search costs to zero,so the opposite of Diamond Paradox,i.e.,the Anti-Diamond Paradox phenomenon,should appear,that is,goods are priced at rock-bottom levels.However,in fact,price dispersion and price reduction pressure exist simultaneously in the online platform market.To explain this phenomenon,this paper presents a formula of price structure faced by consumers.From the perspective of price structure,the price paid by consumers to sellers is not the actual price spent by consumers,which in fact,includes the price of the commodity,the cost of consumers searching for the information of the target goods and the cost of eliminating the noise of the commodity information collected.The online platform market only reduces the cost of consumers searching for targeted commodity information,but does not actively reduce the cost of consumers eliminating the noise of collected commodity information.On the contrary,it may even increase the cost.This paper proves that the platform does have the power to increase the cost of eliminating the noise of commodity information collected by consumers,puts forward the pricing formula of online merchants based on the price structure,and explains platform and merchants’online pricing logic,which involves using big data to take advantage of frequenters.

关 键 词：反戴蒙德悖论 价格结构 搜索成本 信息噪音 定价 

分 类 号：F724.6[经济管理—产业经济] F274