CAJ | 학술논문

传统期望效用理论和行为经济学中的前景理论是目前研究人们行为决策模式的两种重要理论。前者以最终财富状态作为人们决策的参考依据，但是效用函数形式不明确；后者以财富的变化量作为人们决策的参考依据，但是将客观概率转换成了随机性较大的主观概率。作为对两者的综合和延伸，提出了一个新的消费者行为决策机制——比例效用理论。作为比例效用理论的扩展应用，简单证明了比例效用理论是边际效用递减规律存在的理论基础，同时还通过计量分析给予了比例效用理论实证层面上的支持。
전통기망효용이론화행위경제학중적전경이론시목전연구인문행위결책모식적량충중요이론。전자이최종재부상태작위인문결책적삼고의거，단시효용함수형식불명학；후자이재부적변화량작위인문결책적삼고의거，단시장객관개솔전환성료수궤성교대적주관개솔。작위대량자적종합화연신，제출료일개신적소비자행위결책궤제——비례효용이론。작위비례효용이론적확전응용，간단증명료비례효용이론시변제효용체감규률존재적이론기출，동시환통과계량분석급여료비례효용이론실증층면상적지지。
The conventional expected .utility theory and the prospect theory in behavioral economics are two important theories at present to study the behavioral decision - making mode of the people. The former takes the final wealth condi- tion as the reference basis for the people to make decisions, but the utility function -form is unclear; the latter takes the variable amount of wealth as the reference basis for the people to make decisions, but the objective probability is trans- formed into the subjective probability with greater randomness. As synthesis and extension of the two, we present a new consumer behavior decision - making mechanism - ratio utility theory. As an extension application of this theory, we prove in a simple way that the ratio utility theory is the theoretic basis on which exists the marginal utility progressive de- crease law, and at the same time, provide empirical layer support to the ratio utility theory throuzh quantitative analvsis.