网络外部性与基于购买行为的价格歧视:“杀熟”的经济学分析  

Network Externality and Behavior-based Price Discrimination:An Economic Explanation of“Killing Familiarity”

作　　者：赵传羽 丁预立 刘中全 Zhao Chuanyu;Ding Yuli;Liu Zhongquan

机构地区：[1]宁波大学商学院 [2]浙江工商大学经济学院 [3]国家发展和改革委员会创新驱动发展中心(数字经济研究发展中心)

出　　处：《世界经济》2023年第6期210-236,共27页The Journal of World Economy

基　　金：浙江省科技厅一般软科学研究项目(2022C35044);国家自然科学基金青年项目(72203203)的资助。

摘　　要：在数字经济时代,网络外部性在消费者购买决策中的作用不断强化,企业基于购买行为的价格歧视(BBPD)也更容易实现,两者结合催生了“杀熟”现象。本文分析当消费者具有网络外部性时寡头竞争企业采取BBPD时的定价策略,讨论了无价格歧视、无承诺BBPD及有承诺BBPD三种情况下的定价行为,并运用实验室实验检验了理论。本文理论分析及实验结果均表明:首先,存在网络外部性的情况下,企业的BBPD表现为“杀熟”定价,即对老顾客收取更高价格;其次,BBPD策略将加剧企业间价格竞争,且有承诺BBPD时企业间竞争比无承诺BBPD时更激烈;第三,网络外部性增加将加剧竞争,不仅导致企业定价下降,也会导致新老顾客的价格差缩小,缓和“杀熟”现象。In the age of the digital economy,the role of network externality in consumers'purchasing decisions has been steadily strengthening,and behavior-based price discrimination(BBPD)has also become easier to achieve.The combination of these two factors give rise to the“killing familiarity”phenomenon.This paper analyses the pricing strategies of oligopolistic competitive firms that adopt BBPD when consumers have network externality;it studies the pricing behavior of firms under three cases(no price discrimination,uncommitted BBPD and committed BBPD)and tests the theory with laboratory experiments.Theoretical analysis and experimental results show that:(i)in the presence of network externalities,when a firm can distinguish between new and old customer and discriminate against them,it practices“killing familiarity”,i.e.,charges higher prices to old customers;(ii)BBPD strategies intensify price competition between firms and reduce their profits,and price commitment also intensifies competition between firms;and(iii)increasing network externality intensifies competition,which leads to a decrease in prices and a reduction in profits,thus reducing the price differential between new and old customers and alleviating the“killing familiarity”phenomenon.

关 键 词：网络外部性 平台经济 价格歧视 “杀熟”定价 经济学实验 

分 类 号：TP399[自动化与计算机技术—计算机应用技术] F724.6[自动化与计算机技术—计算机科学与技术]