消费者预期后悔对企业低碳策略选择的影响  

The Impact of Consumer Expected Regret on the Low-carbon Strategy Choices of Enterprises

作　　者：叶燚 郭强[1] 聂佳佳[1] Ye Yi;Guo Qiang;Nie Jiajia(School of Economics&Management,Southwest Jiaotong University,Chengdu 610031,China;Service Science and Innovation Key Laboratory of Sichuan Province,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]西南交通大学“服务科学与创新”四川省重点实验室,四川成都610031

出　　处：《中国管理科学》2025年第2期242-247,共6页Chinese Journal of Management Science

基　　金：中国铁路总公司支撑项目(N2018Z009-1);“服务科学与创新”四川省重点实验室开放课题(KL2307);国家社会科学基金西部项目(22XGL018)。

摘　　要：考虑消费者预期后悔因素,研究竞争市场中两个企业销售差异产品时企业的低碳策略。通过构建4种不同策略下的博弈模型,分析有无消费者预期后悔时市场均衡策略的变化以及消费者预期后悔对均衡解的影响。结果表明:当消费者从产品不同属性中获得额外效用的概率较高,双方均倾向于采用低碳产品策略,但这可能会让两个企业陷入囚徒困境,并且消费者预期后悔因素会促进企业选择低碳产品策略,增加企业陷入囚徒困境的可能性。此外,当企业均采取低碳策略时,消费者预期后悔因素的影响取决于消费者从产品不同属性中获得额外效用的概率大小,当概率小时,消费者预期后悔因素会对企业的利润产生负面影响,反之,则会产生正面影响。Considering the factors of consumer expected regret,the low-carbon strategies of two companies in a competitive market when selling differentiated products are investigated.By constructing game models under four different strategies,the changes in market equilibrium strategies with and without expected regret,and the impact of expected regret on equilibrium solutions are analyzed.The results indicate that when consumers have a higher probability of obtaining additional utility from different attributes of the product,both parties tend to adopt low-carbon product strategies.However,this may lead to a prisoner's dilemma for both companies,and expected regret factors promotes companies to choose low-carbon product strategies,increasing the likelihood of companies falling into a prisoner's dilemma.In addition,when companies adopt low-carbon strategies,the impact of expected regret factors depends on the probability of consumers obtaining additional utility from differ⁃ent attributes of the product.When the probability is low,expected regret factors has a negative impact on the company's profits,and vice versa has a positive impact.

关 键 词：预期后悔 竞争市场 低碳技术 均衡策略 

分 类 号：F270.5[经济管理—企业管理]