搜寻成本与信誉租金对厂商定价的影响

信息的非对称性导致消费者在购物时要进行搜寻。搜寻是有代价的经济活动 ;在搜寻中花费的精力、人力、金钱、时间的机会成本构成搜寻成本。由于搜寻成本的存在消费者在购物时往往放弃搜寻 ,直接到信誉好的商店高价购物 ,以确保商品的效用。信誉度高而给产品定出高价从中获得的经济利润叫做信誉租金。搜寻成本与信誉租金存在因果关系。他们使厂商面临的需求曲线向下倾斜 ,使厂商给自己的产品定高价 ,长期均衡在经济利润上。

The Effect of Search Cost and Credit Rent on Pricing

Information dissymmetry cause consumer to search in the course of shopping. The is a sortof costing economic activity in which the energy, Labor, money and time spent of shopping constitute the search cost, Which may make consumers give up searchiing while going shopping and directly turn to reputed shops paying a high price to ensure the quality of goads. Reputed shops make profit by highly pricing their gouds, Which is coned credit rent. There is a cause-and-effect relationship between search cost and highly pricing. In this cast, highly pricing leads enterpries to making long-term high profit which can he seen from the demand curne going doward.