电商平台对消费者福利影响的理论机制与对策建议  

Theoretical Mechanisms and Countermeasure Suggestions on the Impact of E commerce Platforms on Consumer Welfare

作　　者：陈婷 王文凯 张雅俊 CHEN Ting;WANG Wenkai;ZHANG Yajun

机构地区：[1]浙江金融职业学院电子商务与新消费研究院 [2]中国社会科学院财经战略研究院 [3]中国社会科学院大学商学院

出　　处：《价格理论与实践》2024年第10期191-195,228,共6页Price:Theory & Practice

基　　金：杭州市哲学社会科学重点研究基地:杭州新电商发展研究基地、杭州市社科规划课题基地项目“新质生产力视角下杭州新电商高质量发展对策研究”(24JD034);中国社会科学院财经战略研究院创新工程项目“平台经济助力消费扩容提质研究”(2024CJY0101)的阶段研究成果。

摘　　要：消费越来越成为拉动经济增长的重要引擎。在数字经济时代,消费者对电商平台的依赖性越来越强。电商平台的兴起不仅改变了消费模式、重塑了消费业态,同时也对消费者福利产生了重要影响。从整体层面看,电商平台和传统的线下销售渠道显然是竞争关系,因此需要分析电商平台对消费者总福利的影响,即电商平台的快速增长是否意味着线下渠道的萎缩?理论分析认为,电商平台对传统线下渠道的作用并非完全替代,相反,而是一种扩展,因此,总体上电商平台对消费者总福利有显著的促进作用。从机制上讲,电商平台对消费者福利的影响机制有价格效应、品类效应、信息效应和再利用效应。基于上述机制,本文有针对性地提出了相应的政策建议,以期更大程度发挥电商平台对消费者福利的促进作用。Consumption is increasingly becoming an important engine for economic growth.In the era of digital econo my,consumers have become more and more dependent on e-commerce platforms.The rise of e-commerce platforms has not only changed the consumption pattern and reshaped the consumption industry,but also had an important impact on consumer welfare.In general terms,it is clear that e-commerce platforms and traditional offline sales channels are in competition with each other,so it is necessary to analyze the impact of e-commerce platforms on total consumer welfare,i.e.,does the rapid growth of e-commerce platforms imply the shrinkage of offline channels?Theoretical analysis suggests that the role of e-com merce platforms on traditional offline channels is not a complete replacement,on the contrary,it is an expansion,therefore,e-commerce platforms have a significant contribution to total consumer welfare.In terms of mechanisms,the impact of e-commerce platforms on consumer welfare includes price effect,category effect,information effect and reuse effect.Based on the above mechanisms,this paper puts forward corresponding policy recommendations to maximize the contribution of e-commerce platforms to consumer welfare.

关 键 词：电子商务 电商平台 消费者福利 

分 类 号：F27[经济管理—企业管理]