Social Learning, Consumer Search and Firms' Dynamic Strategies: A Theoretical Approach

社会学习、消费者搜索和企业动态策略：理论方法

基本信息

批准号：
21K13300
负责人：
潘聡
金额：
$ 1.91万
依托单位：
Kyoto Sangyo University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Early-Career Scientists
财政年份：
2021
资助国家：
日本
起止时间：
2021-04-01 至 2024-03-31
项目状态：
已结题

来源：
https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-21K13300/
关键词：
Social Influencers Consumer Search Projection-bias Personalized Pricing Uniform Pricing Group Pricing Online Store Social Learning Dynamic Pricing Online Regulation

项目摘要

In 2022, I continued working on my two projects related to consumer search and social learning. One project focuses on examining how consumers' search behaviors are influenced by their changing tastes and a psychological bias known as projection bias. Contrary to my initial prediction that higher search costs would increase firms' marketing power, resulting in higher equilibrium prices and profits, I discovered that, in the presence of consumers' changing tastes and projection bias, higher search costs may actually reduce firms' market power and lead to lower equilibrium prices. Additionally, I confirmed that higher search costs help address consumers' problem of excessive searching, thereby improving social welfare.In my second subproject, I explored how the presence of loyal consumers affects the searching behavior of non-loyal consumers. I found that a firm may strategically allow its rival to be searched first in order to alleviate competition. While this result was initially demonstrated through numerical examples in 2021, I further developed it using more comprehensive methodologies in 2022.Furthermore, I completed a paper that examines how firms choose their pricing schemes when faced with heterogeneous consumer groups. My findings reveal that personalized pricing is the unique Nash equilibrium outcome. However, contrary to existing literature suggesting that personalized pricing yields lower profits compared to uniform pricing, I discovered that personalized pricing can be more advantageous. I published this paper in the SSRN discussion paper series.

2022 年，我继续从事与消费者搜索和社交学习相关的两个项目。一个项目的重点是研究消费者的搜索行为如何受到其不断变化的品味和称为投射偏差的心理偏差的影响。与我最初的预测相反，即更高的搜索成本会增加企业的营销能力，从而导致更高的均衡价格和利润，我发现，在消费者口味变化和预测偏差的情况下，更高的搜索成本实际上可能会降低企业的市场力量并导致均衡价格下降。此外，我证实较高的搜索成本有助于解决消费者过度搜索的问题，从而提高社会福利。在我的第二个子项目中，我探讨了忠诚消费者的存在如何影响非忠诚消费者的搜索行为。我发现一家公司可能会战略性地允许其竞争对手首先被搜索，以减轻竞争。虽然这一结果最初是通过 2021 年的数值示例得到证明的，但我在 2022 年使用更全面的方法进一步发展了它。此外，我完成了一篇论文，研究企业在面对异质消费者群体时如何选择定价方案。我的研究结果表明，个性化定价是独特的纳什均衡结果。然而，与现有文献表明个性化定价比统一定价产生的利润较低相反，我发现个性化定价可能更有利。我在 SSRN 讨论论文系列中发表了这篇论文。