CAJ | 학술논문

近年来,基于行为的区别定价成为区别定价领域研究的热点,但是这方面的文献却鲜有涉及到市场中存在着网络外部性的情形。在理性预期的假设下,本文通过一个两阶段双寡头博弈模型分析了网络外部性与基于行为的区别定价对子博弈精炼纳什均衡的影响。在成熟市场上,网络外部性会对具有不同初始市场份额的厂商产生不同影响;在新兴市场上,无论厂商采取何种定价策略,网络外部性都会加剧市场上的竞争,导致厂商利润下降。与统一定价下的子博弈精炼纳什均衡相比,基于行为的区别定价会加剧竞争从而导致厂商利润的下降,但是会造成较多社会福利的无谓损失。
근년래,기우행위적구별정개성위구별정개영역연구적열점,단시저방면적문헌각선유섭급도시장중존재착망락외부성적정형。재이성예기적가설하,본문통과일개량계단쌍과두박혁모형분석료망락외부성여기우행위적구별정개대자박혁정련납십균형적영향。재성숙시장상,망락외부성회대구유불동초시시장빈액적엄상산생불동영향;재신흥시장상,무론엄상채취하충정개책략,망락외부성도회가극시장상적경쟁,도치엄상리윤하강。여통일정개하적자박혁정련납십균형상비,기우행위적구별정개회가극경쟁종이도치엄상리윤적하강,단시회조성교다사회복리적무위손실。
Behavior-based price discrimination has received much attention in the recent economic literatures, but the literatures of this topic rarely deal with status of market with network externalities. Under the assumption of rational expectation, this paper studies the effect of network externalities and behavior - based price discrimination to the subgame perfect Nash equilibrium by using a two - period duopoly model. In a mature market, network externalities would exert varying influences on different firms depending on their initial market share. In a new market,network externalities would increase competition and reduce firms＇ profits no matter what kind of pricing strategy the firms take. Compared with the SPE of uniform pricing, behavior - based price discrimination would increase competition and reduce firms＇ profits,but it also creates more dead -weight loss to the society.