行为经济学视域下的直播电商消费者福利  

Consumer Welfare in Live Streaming E-commerce from the Perspective of Behavioral Economics

作　　者：黄晓野[1] 高一兰[2] HUANG Xiaoye;GAO Yilan

机构地区：[1]三亚学院管理学院,海南三亚572022 [2]三亚学院盛宝金融科技商学院,海南三亚572022

出　　处：《商业经济》2023年第10期50-53,共4页Business & Economy

基　　金：海南省哲学社会科学2019年规划基地课题:新形势下的海南多维贫困测量研究的阶段性研究成果(HNSK(JD)19-29);海南省高等学校科学研究重点项目:协同效应视域下的海南现代服务业融合创新研究的阶段性研究成果(hnky2021ZD-19)。

摘　　要：消费者福利不仅是直播电商行业的根基,也事关“以人为本”的发展理念能否落到实处。以行为经济学范式为依据,分析“行为人”理性下的直播电商消费者福利。通过效用函数的设定和均衡分析,采用数值模拟的方法,研究发现“行为人”在直播电商营造的场景中存在溢价购买和冲动消费行为,从而损失消费者福利。为提升消费者福利,直播电商行业要迅速建立行业规范、打造价值共创型商业生态系统、形成头部主播良性示范效应。消费者要提高消费理性的程度和个人信息保护意识。Consumer welfare is not only the foundation of the live streaming e-commerce industry,but also related to whether the people-oriented development concept can be implemented.Based on the paradigm of behavioral economics,we analyzed the welfare of live streaming e-commerce consumers under the rationality of"actors".Through the setting of utility functions and equilibrium analysis,using numerical simulation methods,the study found that"actors"exhibit premium purchasing and impulsive consumption behaviors in the scenes created by live streaming e-commerce,resulting in a loss of consumer welfare.To improve consumer welfare,the live streaming e-commerce industry should quickly establish industry norms,create a value co creation business ecosystem,and form a positive demonstration effect for top anchors.Consumers should improve their level of rational consumption and awareness of personal information protection.

关 键 词：直播电商 消费者福利 行为经济学 行为人 

分 类 号：F724.6[经济管理—产业经济]