数字经济时代的行为经济学  

Behavioral Economics in the Digital Economy Era

作　　者：周业安[1] 罗陕缘 Zhou Yean;Luo Shanyuan

机构地区：[1]中国人民大学经济学院,北京市100872

出　　处：《南方经济》2025年第4期1-13,共13页South China Journal of Economics

基　　金：中国人民大学科研项目“社会网络的流动性与合作:叙事与实验研究”(经费编号:413123902500)资助。

摘　　要：行为经济学迄今的发展可以划分为三个阶段。第一代行为经济学主要围绕着有限理性假说进行早期探索,第二代行为经济学形成了以社会偏好理论为主要核心的理论体系。当下人类进入到数字经济时代,第三代行为经济学则是探讨数字时代巨大变革对个体和组织行为的影响。现有的研究仅仅关注到第一代和第二代行为经济学,没有关注到第三代行为经济学。作为第三代行为经济学的“数字时代的行为经济学”与“数字行为经济学”不同,它不只是行为经济学在数字经济领域的自然伸展,而是抓住数字时代给社会经济造成的本质变化,并针对这一本质变化构造新的理论内核。第三代行为经济学“数字时代的行为经济学”,其假定条件除了有限理性外,还有信息充裕假定;其理论基石是注意力经济学。注意力经济学的理论核心在于通过认知与注意力配置构建个体和组织的决策与博弈等行为的理论,并把相关理论运用到各种具体的经济环境中,代表观点包括认知层级理论、选择性注意力配置与学习、有限注意、理性不注意和行为不注意等。注意力经济学作为第三代行为经济学的核心理论,将更关注决策的黑箱,探讨决策的过程和内在机制,以揭示偏好与行为差异化的客观基础。第三代行为经济学目前处于探索阶段,还没有形成独立的清晰的理论内核,但随着研究的深入它有望帮助我们更好地理解数字时代个体与组织的行为。The development of behavioral economics has unfolded in three distinct stages so far.Initially,the first generation of behavioral economics mainly focused on Simon's bounded rationality hypothesis,serving as a foundational exploration in the field.The second generation of behavioral economics formed a theoretical system with social preference theory as the main core.As the world enters the era of digital economy,the third generation of behavioral economics emerges,exploring the impact of the enormous changes in the digital era on both individual and organizational behavior.Notably,prior research has predominantly focused on the first and second generation of behavioral economics,without paying attention to the third generation of behavioral economics.As the third generation of behavioral economics,"behavioral economics in the digital era",is distinct from"digital behavioral economics"in that it is not a direct application of behavioral economics in the digital economy,but rather captures the foundational changes caused by digitization and artificial intelligence to the social economy,and constructs a new theoretical core for these changes.The third generation of behavioral economics,known as"behavioral economics in the digital era",assumes not only bounded rationality but also an environment characterized by abundant information.Its theoretical foundation is the economics of attention.The theoretical core of attention economics lies in constructing the theory of decision-making and game behavior of individuals and organizations through the lens of cognition and attention allocation,and then applying relevant theories to various specific economic environments.Representative viewpoints within attention economics include cognitive hierarchy theory,selective attention allocation and learning,limited attention,rational inattention,and behavioral inattention.Attention economics,as the core theory of the third generation of behavioral economics,focuses more on the black box of decision-making,delves into the process and

关 键 词：有限理性假定 信息充裕假定 数字化 注意力经济学 第三代行为经济学 

分 类 号：F832[经济管理—金融学]