品牌、网络虚拟体验对产品SEC属性评价的影响

品牌之所以对企业有价值,一个重要的原因在于它能够向消费者传递有关产品质量的信号.本文研究品牌对产品搜寻、经验及信任属性评价的影响.研究发现,在虚拟体验之前,消费者对不同品牌产品的搜寻属性的评价没有差别,而对经验属性和信任属性的评价存在差异.虚拟体验调节了不同品牌产品在经验属性评价上的差异.虚拟体验还会影响不同品牌产品的...     

Product Safety Provision and Consumers' Information

Economic mechanisms related to the provision of product safety are explored, with particular attention paid to the structure of consumers' information. The case of perfect information, of experience goods (for which consumers detect product safety after consumption) and of credence goods (where consumers cannot link a disease to a particular product consumed in the past) are explored. Imperfect competition is assumed in the supply sector. In the case of both perfect information and experience goods, market equilibrium is characterised by a less-than-socially optimal provision of safety, when the safety effort is costly. With credence goods, imperfect information leads to the absence of safety effort and to a market closure. Different types of public regulation aiming at increasing consumer protection and circumventing market failures are explored. Particular attention is paid to minimum safety standards, labels and liability enforcement. The relative efficiency of these instruments depends on the information structure. In the cases of perfect information and experience goods, a minimum safety standard can be an efficient instrument. Regulation is necessary but not sufficient to avoid market failure in the case of credence goods.     

Measuring heterogeneity,survey engagement and response quality in preferences for organic products in Nigeria

The identification of the market potentials of organic products is important in the drive towards a sustainable agricultural development in sub-Saharan Africa (SSA). However, available evidence shows that valuing attributes of credence goods (such as organic products) while using stated preference methods faces additional obstacles compared to other normal goods. In this study, we examine consumers’ preferences and willingness-to-pay (WTP) for health and environmental attributes of organic products in Nigeria. We employ an approach that allows us to adequately capture the value of organic products by linking part of the heterogeneity across respondents to differences in scale, while making use of indicators of survey engagement, without risks of endogeneity bias and measurement error that arise from the deterministic methods. The empirical results show that market for organic products exists in Nigeria, with reduction in pesticide residues attribute attracting the highest value, followed by the certification programme. Furthermore, we observe that increases in the latent engagement variable lead to a greater probability of agreement with statements relating to survey understanding and realism, and hence more substantive output.     

The possibility of using search traffic information to explore consumer product attitudes and forecast consumer preference

In recent years, many researchers have devoted their attention to using search traffic information gathered from Google Insights to carry out consumer attitude research. The purpose of this study is to assess the effectiveness of using search traffic information to analyze actual consumer attitudes regarding a product. By comparing the results of conventional survey-based attitude research with the results of search traffic information, this study reveals that search traffic information indicates consumers' level of interest regarding a product, the product attributes that they are considering, and the importance of each attribute to them. Also, it demonstrates the potential benefits of search traffic analysis, which can be useful for forecasting consumer preferences regarding products. Focusing on the Prius, a hybrid car, this study shows that search traffic information serves as an accurate indicator of consumer attitudes, and even succeeds in identifying consumers' hidden attitudes toward the Prius, which can be explained by cognitive dissonance theory. Finally, this study utilizes search traffic information to forecast changes in consumer attitudes and to develop an econometric model of consumer demand for the Prius by incorporating environmental variables such as the WTI (West Texas Intermediate) price. This study concludes that search traffic information offers new potential advantages, in that it not only overcomes the limitations imposed by the high cost of conducting surveys, in terms of money and time, but also helps to reduce the distortions caused by conscious or unconscious errors committed by survey respondents.     

Complexity and biases

We examine experimentally how complexity affects decision-making, when individuals choose among different products with varying benefits and costs. We find that complexity in costs leads to choosing a high-benefit product, with high costs and overall lower payoffs. In contrast, when complexity is in the benefits of the product, we cannot reject the hypothesis of random mistakes. We also examine the role of heterogeneous complexity. We find that individuals still (mistakenly) choose the high-benefit but costly product, even if cheaper and simple products are available. Our results suggest that salience is a main driver of choices under different forms of complexity.     

Public provisions of professional services

Professional services are credence goods provided by certified experts (professionals). The most prominent examples of professional services are medical or legal services. Interestingly, the markets for such services are often subject to partial public provision: there is a low-end segment, where the services of basic quality are provided for free and professionals are reimbursed by the government, and a high-end segment, where free-market principles prevail. We examine the efficiency of this market structure. To this end we apply a modified version of the model of the market for goods with credence attributes proposed by Baron. We demonstrate that partial public provision can correct for the market failure caused by the credence good nature of professional services, even in the presence of regulation costs. The efficiency gain from partial public provision is due to a combination of quality and price effects.     

Ordered search with asymmetric product design

Two firms sell horizontally differentiated products on a platform; one product has generic design, whereas the other has polarized design. Consumers search sequentially for products and prices. We show that there always exists an equilibrium where firms correctly expect consumers to first search the product with polarized design. If the platform is able to choose a search order for consumers, generally it lets consumers search the product with polarized design first. The polarized–generic ordering can be achieved using a generalized English auction when product designs cannot be observed by the platform.     

Effects of income and social awareness on consumer WTP for social product attributes

Recent developments in environmental and animal welfare issues, and the introduction of new production practices may have affected consumer attitudes and preferences toward differentiated product choice. Factors such as animal well-being, environmentally friendly production, and the use of antibiotics appear to be increasingly core consumer concerns. We link the aforementioned with Maslow's hierarchy of needs suggesting that the higher income consumers should be more altruistic in their consumptive behavior and test this by evaluating consumer preferences for these attributes in pork chops. We also test whether social consciousness of the consumers translates into choice behavior. Data was obtained by choice experiment surveys and mixed logit estimation was used to estimate consumers' willingness-to-pay for the credence attributes. Results reveal that both, higher income and socially aware consumers are on average willing to pay higher premiums for the antibiotic-free attribute, but not for other two social attributes. Also, the group of higher income consumers is highly heterogeneous in their preferences, whereas socially aware consumers tend to be more homogeneous in their preferences.     

Credence Goods,Misleading Labels,and Quality Differentiation

Due to differences in information disclosure mechanisms, consumer misinformation about the quality of many credence goods is more endemic at intermediate levels of the quality spectrum rather than at the extremes. Using an oligopoly model of vertical product differentiation, we examine how consumers’ overestimation of the quality of intermediate-quality products affects firms’ incentives to improve product quality. The firms non-cooperatively choose the quality of their product before choosing its price or quantity. Irrespective of the nature of second stage competition, Bertrand or Cournot, we find that quality overestimation by consumers increases profit of the intermediate-quality firm, and motivates it to raise its product’s quality. In response, the high-quality firm improves its product quality even further but ends up with lower profit. Overall, average quality of the vertically differentiated product improves, which raises consumer surplus. Social welfare increases when the firms compete in prices but falls when they compete in quantities.     

Product Space,Potential Comparative Advantages and Export Technological Complexity

To investigate the evolution process of comparative advantage and the factors affect this process is an important topic, and for developing exporting countries, it is even more important to see what factors will promote them to export more technological complex products. In this paper, we utilise the theory of product space raised by Hausmann and others and modify the indicators of product proximity, product path and product density in this theory. We also utilise the method raised by Rodrick to calculate the product and country‐level export technological complexity. Based on a multinational panel data set, we show that if a country's exported products with higher product density or higher product path also have higher technological complexity, then in the short term, the country's overall export technological complexity tend to be increased, and in the long term, the effect of distribution of the path of technological complexity of exports is more significant.     

Contracting for Infrastructure Projects as Credence Goods

Large infrastructure projects are a major responsibility of urban and regional governments, who usually lack expertise to fully specify the demanded projects. Contractors, typically experts on such projects due to experience with similar projects, advise of the needed design as well as the cost of construction in their bids. Producing the right design is costly. We model such infrastructure projects taking into account their credence goods feature and the costly design effort they require and examine the performance of commonly used contracting methods. We show that when building costs are homogeneous and public information, simultaneous bidding involving shortlisting of two contractors and contingent compensation of both contractors on design efforts outperforms sequential search. If building costs are private information of the contractors and are revealed to them after design cost is sunk, sequential search may be superior to simultaneous bidding.     

Niche products, generic products, and consumer search

We endogenize product design in a model of sequential search with random firm-consumer match value à la Wolinsky (Quart J Econ 96:493–511, 1986) and Anderson and Renault (RAND J Econ 30:719–735, 1999). We focus on a product design choice by which a firm can control the dispersion of consumer valuations for its product; we interpret low-dispersion products as “generic” and high-dispersion products as “nichy.” Equilibrium product design depends on a feedback loop: when reservation utility is high (low), the marginal customer’s match improves (worsens) with more nichy products, encouraging high (low) differentiation by firms. In turn, when firms offer more nichy products, this induces more intense search; depending on search costs, this could raise or lower consumers’ reservation utility. Remarkably, when the match distribution satisfies a hazard rate condition, firm and consumer interests align: equilibrium product design always adjusts to the level that maximizes utility. When this condition is not met, either multiple equilibria (one nichy, the other generic) or one asymmetric equilibrium (generic and nichy firms coexist) can arise; we argue that the former is more likely for common specifications of consumer preferences.     

Product choice for a firm selling related products: A parimutuel application

This paper provides a framework for analysis of product choice by a multiproduct firm selling several products whose demands are interrelated. The decision making process of a racetrack-racebook regarding the parimutuel wagering products (both number and which ones) it should supply is illustrated. A racetrack-racebook is a business entity, which offers its patrons the opportunity to wager, not only on live horse racing conducted at the racetrack but also on races simulcast to that racetrack from a variety of racetracks, from both in-state and out-of-state locations. The demands for these wagering products are interrelated and these interrelationships play a key role in determining the number (and which ones) of these wagering opportunities that will be supplied. Based on the experience of a specific racetrack-racebook, these demand functions are estimated econometrically and the role of these interrelated demands in the supply decision is explored. An algorithm is developed to search over all possible product portfolios to determine that combination of products yielding the highest sales, revenue, or profit.     

Economic policy uncertainty,CEO characteristics and firm R&D expenditure: a Bayesian analysis

ABSTRACT

This paper applies a linear Bayesian regression model to study the effects of economic policy uncertainty (EPU) and Chief Executive Officer (CEO) characteristics on firm Research and Development (R&D) expenditure. We specifically analysed data from 1,163 Chinese companies listed as A-shares from 2008–2016. EPU is believed to curtail firm investments as it causes unexpected market conditions. Yet, our findings obtained with Bayesian analysis show a positive relationship between EPU and firm R&D expenditure. Specifically, we found that some CEO attributes (e.g., age, tenure and marketing/sales experience) led to a negative relationship between EPU and firm R&D expenditure, whereas other attributes (e.g., education, overseas study/work experience, product R&D experience, and process engineering experience) lead to a positive relationship. Our findings provide nuanced insights into how different CEO characteristics influence firms’ R&D expenditure in a context of uncertainty.     

顾客需求的非对称性和动态性对新产品开发的影响

在分析顾客需求的非对称性和动态性的基础上，把产品的属性划分为必备、单向、吸引三类，结合客户需求变化、竞争产品策略和产品生命周期理论，为企业的产品创新提供了全新的视角：     

服务品牌形象提升策略研究——基于酒店业的实证研究

由于大多数的服务具有体验和信任属性,因而消费者购买服务的感知风险要高于购买产品。作为可以把"无形因素有形化"的一种外在线索,服务品牌形象在降低消费者搜寻成本和感知风险方面的作用就变得异常突出。以21 8个酒店企业作为样本,作者对服务品牌形象的改进是否会提升企业的绩效表现,以及何种服务策略会提升服务品牌形象进行了实证检验。结果显示,服务品牌形象对市场绩效有正向的影响,而市场绩效又进而正向地影响财务绩效;服务定位、品牌管理和服务创新管理对品牌形象具有显著的正向影响,顾客参与管理、顾客关系管理和服务补救管理对品牌形象不具有显著影响。服务企业应有效地管理服务定位、服务品牌和服务创新来提升服务品牌形象。     

Salience and horizontal differentiation

I study a horizontal differentiation model in which one of two attributes of a product, product fit and price, is more salient for a consumer than the other and different consumers can find a different attribute salient. The attribute that is more salient is determined by relative differences between the two products and is determined endogenously as a result of firms' pricing strategies. High (low) marginal costs soften (toughen) price competition between firms. Pass-through rates are greater than 1 for some parameter values. Both industry- and firm-level cost increases may be beneficial for firms.     

Product complexity and economic development

Development is a process of transforming a country's economic structure towards the production and export of more complex products. We use Hidalgo and Hausmann's (2009) method of reflections to compute measures of product and country complexity, and rank 5107 products and 124 countries. We find that: (i) the most complex products are in machinery, chemicals, and metals, while the least complex products are raw materials and commodities, wood, textiles, and agricultural products; (ii) the most complex economies in the world are Japan, Germany, and Sweden, and the least complex, Cambodia, Papua New Guinea, and Nigeria; (iii) the major exporters of the more complex products are the high-income countries, while the major exporters of the less complex products are the low-income countries; and (iv) export shares of the more complex products increase with income, while export shares of the less complex products decrease with income.     

Forecasting future demand for large-screen television sets using conjoint analysis with diffusion model

The methodological framework proposed in this paper addresses two limitations of the basic Bass diffusion model: that it does not reflect competition among products nor does it forecast demand for products that do not exist in the marketplace. The model consists of four steps. First, to investigate consumer preferences for product attributes, we use conjoint analysis to estimate the utility function of consumers. Next we estimate the dynamic price function of each competing product to reflect technological changes and the evolving market environment. Then we derive dynamic utility function by combining the static utility function and the price function. Finally, we forecast the sales of each product using estimated market share and sales data for each period, which are derived from the dynamic utility function and from the Bass diffusion model, respectively.We apply this model to South Korea's market for large-screen televisions. The results show that (1) consumers are sensitive to picture resolution and cost and (2) in the near future, should the market see the introduction of liquid crystal display (LCD) TVs with screens larger than 50 inches, the high resolution and steep price drop of LCD will lead LCD TVs to capture a larger market share than TVs with other display types. Finally, our results show that TVs with 40-inch screens are preferred over TVs with larger screens.     

Credence Goods,Efficient Labelling Policies,and Regulatory Enforcement

We analyse the optimality of information revelation of hidden attributes of “credence goods” via alternative labelling procedures. When consumers are heterogeneous in their willingness to pay for the hidden attribute, producers can either self-label their products, or have them certified by a third party. The government can impose self or third party labelling requirements on either the “green” or the “brown” producers. Our benchmark model develops a condition that links the optimal imposition of third party labelling to the relative market share of each type of the good under complete information. We extend our analysis to incorporate asymmetric information and cheating by the producers. When corrupt producers can affix spurious labels, the government needs to supplement the labelling policy with costly monitoring activities. We find that mandatory self-labelling schemes generally dominate mandatory third party labelling, unless the “market share effect” greatly exceeds the “incentive-to-cheat effect”.