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.

在2022年，我继续从事与消费者搜索和社会学习有关的两个项目。一个项目的重点是研究消费者的搜索行为如何受其口味不断变化的影响和被称为投射偏见的心理偏见。与我最初的预测相反，较高的搜索成本将增加公司的营销能力，从而导致更高的均衡价格和利润，我发现，在消费者不断变化的口味和投影偏见的情况下，较高的搜索成本实际上可能会降低公司的市场能力并导致均衡价格降低。此外，我确认较高的搜索成本有助于解决消费者过度搜索的问题，从而改善了社会福利。在我的第二个副本上，我探讨了忠实消费者的存在如何影响非忠于消费者的搜索行为。我发现，一家公司可以从战略上允许其竞争对手首先搜查以减轻竞争。尽管最初通过2021年的数值示例证明了这一结果，但我在2022年使用更全面的方法进一步开发了它。Furthermore，我完成了一篇论文，研究了公司如何在面对异构消费者群体时如何选择其定价方案。我的发现表明，个性化的定价是独特的纳什均衡结果。但是，与现有文献相反，与统一的定价相比，个性化定价的利润较低，我发现个性化的定价可能更有利。我在SSRN讨论论文系列中发表了本文。