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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，我继续我的两个项目有关消费者搜索和社会学习。其中一个项目侧重于研究消费者的搜索行为是如何受到他们不断变化的品味和一种被称为投射偏见的心理偏见的影响的。与我最初的预测相反，更高的搜索成本会增加企业的市场力量，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预测偏差的存在下，更高的搜索成本实际上可能会降低企业的市场力量，并导致更低的均衡价格。此外，我证实了更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，我探索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，为了缓解竞争，公司可能会在战略上允许其竞争对手先被搜索。虽然这一结果最初是在2021年通过数值例子证明的，但我在2022年使用更全面的方法进一步发展了它。此外，我还完成了一篇论文，研究企业在面对异质消费者群体时如何选择他们的定价方案。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更低的利润相反，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。