CAJ | 학술논문

研究个人社会网络对个体决策行为的影响能够提高搭便车行为的控制效果。基于损失厌恶理论和羊群效应理论构建分析框架，引入信息公开和信息封闭两种信息条件，研究社会网络对搭便车行为的直接影响和调节作用。通过z-tree软件和调查问卷收集个人信息，运用非参数检验、描述性统计分析等统计方法，对249份样本数据进行实证分析。研究结果表明，两种信息条件下的搭便车行为存在显著差异，在信息公开条件下，社会网络对搭便车行为有直接作用，社会网络不仅对性别、博弈论知识、收入水平、年龄和受教育年限与搭便车行为的关系有显著的调节作用，而且对投资收益率和罚金比率的调节作用也较为显著；在信息封闭条件下，社会网络对搭便车行为的直接作用不显著，且社会网络仅对年龄和收入水平与搭便车行为关系的调节作用显著。将信息结合传统的奖惩机制来控制搭便车行为将更有效。
연구개인사회망락대개체결책행위적영향능구제고탑편차행위적공제효과。기우손실염악이론화양군효응이론구건분석광가，인입신식공개화신식봉폐량충신식조건，연구사회망락대탑편차행위적직접영향화조절작용。통과z-tree연건화조사문권수집개인신식，운용비삼수검험、묘술성통계분석등통계방법，대249빈양본수거진행실증분석。연구결과표명，량충신식조건하적탑편차행위존재현저차이，재신식공개조건하，사회망락대탑편차행위유직접작용，사회망락불부대성별、박혁론지식、수입수평、년령화수교육년한여탑편차행위적관계유현저적조절작용，이차대투자수익솔화벌금비솔적조절작용야교위현저；재신식봉폐조건하，사회망락대탑편차행위적직접작용불현저，차사회망락부대년령화수입수평여탑편차행위관계적조절작용현저。장신식결합전통적장징궤제래공제탑편차행위장경유효。
The control effect of free rider behavior can be improved by studying the relationship between individual social network and group decision. An analysis framework is designed based on the improved L-D experiment and the dual information mecha- nisms. The dual information mechanisms include the information disclosure mechanism and the information closure mechanism in this experiment. This paper is analyzed based on the loss aversion theory and the psychological theory. The （personal） data on individual information is collected by questionnaires and Z-tree software and empirical analysis is used to analyze the collected individual information data. 249 samples are analyzed by non-parametric test and descriptive statistical anal- ysis. What＇s more, some other statistical methods have been used in analysis process. For instance, analytic hierarchy process is used to study the moderating effect. The study shows that there are significant differences between group decisions about free rider behavior under two information mechanisms. In the information disclosure mechanism： first of all, social network density has a significant direct effect on free rider behavior. As the social network density is increasing, the tendency of free rider is decreasing. Secondly, the individual so- cial network density can modify the relationship between individual characteristic factors and free rider behavior in most cases. Furthermore, the rate of return and the ratio of penalty are used as control factors, representing the incentive mechanism and the punishment mechanism to some extent; then the results show that the individual social network can also modify the relationship between control factors and free rider behavior. Nevertheless, in the information closure mechanism： firstly, there is no significant direct relationship between individual social network density and free rider behavior; as the individual social network density is increasing, the change of the tendency of free rider behavior can not be verified. Secondly, the individual social network density can not modify the relationship between indi- vidual characteristic factors and free rider behavior in most cases, However, the individual social network can not modify the rela- tionship between control factors and free rider behavior, which indicates that the indirect effect of individual social network densi- ty on free rider behavior does not exist in information closure mechanism. Last but not least, this paper gives some reasonable suggestions and proposes that the control effect will be improved by combining the information disclosure mechanism and the tra- ditional mechanisms including the incentive mechanism and the punishment mechanism.