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題名:禮物購買需求對製造商最適產品線設計之影響
書刊名:臺大管理論叢
作者:陳其美 引用關係周善瑜 引用關係黃仕宗
作者(外文):Chen, Chyi-meiChou, Shan-yuHuang, Shih-tsung
出版日期:2014
卷期:24:S1
頁次:頁273-319
主題關鍵詞:產品線設計禮物購買者賽局理論Product line designGift buyersGame-theoretical model
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:76
本研究探討製造商在面對一般購買者與禮物購買者兩種不同類型消費者下最適的產品線設計。一般購買者購買產品目的是源自於自身的需求,而禮物購買者是源自於他人的需求。本文在假設禮物購買者不清楚受贈者的偏好,且終端消費者對品質的邊際效用不同下,發現禮物購買者的出現製造商將不會以最高品質的產品項目服務禮物購買者,但可能以完整的禮品產品線、或以單一禮品產品項目服務全部禮物購買者或可能引導禮物購買者購買正規產品項目作為禮物。此外,禮物購買者的出現將影響製造商用以服務一般購買者的產品線設計與最適定價,且進而影響一般購買者的福利。另一方面,本研究的延伸模型考量存在部分禮物購買者十分在意禮物的品質是否符合受贈者預期且為無窮風險趨避的情況,結果發現,隨著無窮風險趨避禮物購買者人口的增加,製造商愈有可能專注於以相同的高端產品項目服務一般高端購買者與無窮風險趨避禮物購買者。
This paper considers the optimal design of a product line for a manufacturer that faces gift buyers who make purchases for other consumers' consumption, and regular buyers who make purchases for their own consumption. Assuming that a gift buyer has imperfect knowledge about the gift receiver's preference and end users differ in their valuations to quality, we show that in the presence of gift buyers, (i) the manufacturer will not serve the gift buyers with the highest-quality product item; (ii) the manufacturer may offer a full line of gift items, may serve all gift buyers with one single gift item, or may simply induce gift buyers to buy regular products as gifts; (iii) the presence of gift buyers affects the manufacturer's optimal pricing and product-line decisions, which in turn affects the regular buyers' welfare. In an extended model of the paper, we also consider the case where there exist some gift buyers who are very concerned about whether the quality of gifts meets receivers' expectation and are infinitely risk averse. We find that in this case the increase in the population of infinitely risk averse makes it more likely that the firm focuses on the high-end regular buyers and the infinitely risk averse gift buyers by offering them the same high-end product.
期刊論文
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2.Carmichael, H. L.、MacLeod, W. B.(1997)。Gift giving and the evolution of cooperation。International Economic Review,38(3),485-509。  new window
3.Kaplan, T. R.、Ruffle, B. J.(2009)。In search of welfare-improving gifts。European Economic Review,53(4),445-460。  new window
4.List, J. A.、Shogren, J. F.(1998)。The deadweight loss of Christmas: Comment。American Economic Review,88(5),1350-1355。  new window
5.Luan, Y. J.、Sudhir, K.(2010)。Forecasting marketing-mix responsiveness for new products。Journal of Marketing Research,47(3),444-457。  new window
6.Moorthy, K. S.(1984)。Market Segmentation, Self-selection, and Product Line Design。Marketing Science,3(4),288-307。  new window
7.Moorthy, K. S.、Png, I. P. L.(1992)。Market Segmentation, Cannibalization and the Timing of Product Introductions。Management Science,38(3),345-359。  new window
8.Prendergast, C.、Stole, L.(2001)。The non-monetary nature of gifts。European Economic Review,45(10),1793-1810。  new window
9.Principe, K. E.、Eisenhauer, J. G.(2009)。Gift-giving and deadweight loss。Journal of Socio-Economics,38(2),215-220。  new window
10.Ruffle, B. J.(1999)。Gift giving with emotions。Journal of Economic Behavior and Organization,39(4),399-420。  new window
11.Ruffle, B. J.、Tykocinski, O.(2000)。The deadweight loss of Christmas。Comment. American Economic Review,90(1),319-324。  new window
12.Solnick, S. J.、Hemenway, D.(1996)。The deadweight loss of Christmas。Comment. American Economic Review,86(5),1299-1305。  new window
13.Tremblay, C. H.、Tremblay, V. J.(1995)。Children and the economics of Christmas giftgiving。Applied Economics Letters,2(9),295-297。  new window
14.Villas-Boas, J. M.(2004)。Communication strategies and product line design。Marketing Science,23(3),30-16。  new window
15.Villas-Boas, J. Miguel(1998)。Product Line Design for a Distribution Channel。Marketing Science,17(2),156-169。  new window
16.Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica,47(2),263-291。  new window
17.Posner, M. I.(1980)。Orienting of attention。Quarterly Journal of Experimental Psychology,32(1),3-25。  new window
18.Sherry, John F. Jr.(1983)。Gift Giving in Anthropological Perspective。Journal of Consumer Research,10(2),157-168。  new window
19.Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science,4(3),199-214。  new window
20.Mussa, M.、Rosen, S.(1978)。Monopoly and Product Quality。Journal of Economic Theory,18(2),301-317。  new window
21.Waldfogel, J.(1993)。The Deadweight Loss of Christmas。American Economic Review,83(5),1328-1336。  new window
研究報告
1.Unity Marketing(2007)。Gifting Report: The Who, What, Where, How Much and Why of Gift Giving and Shopping。Stevens, PA。  new window
圖書
1.Laffont, Jean-Jacques、Martimort, David(2002)。The Theory of Incentives: the Principal-Agent Model。Princeton University Press。  new window
 
 
 
 
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