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研究生:詹怡宜
研究生(外文):Yi-yi Chan
論文名稱:輕信的消費者與最適不實廣告罰則
論文名稱(外文):Optimal Punishment on False Advertising with Naive Consumers
指導教授:童永年童永年引用關係
指導教授(外文):Yung-nian Tung
學位類別:碩士
校院名稱:國立中山大學
系所名稱:經濟學研究所
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:53
中文關鍵詞:欺騙性廣告最適懲罰輕信的消費者
外文關鍵詞:optimal punishmentnaive consumersdeceptive advertising
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本篇論文建構雙占市場中具有產品垂直差異的廠商和欺騙性廣告策略的模型。異質的消費者對不同品質的產品偏好有所差異,低品質廠商可以從事欺騙廣告活動使消費者認為其為高品質,且消費者是輕信的,會完全相信廣告資訊。在此設定下討論當廠商可能做出欺騙廣告時,監管機構應如何訂定最適懲罰。研究結果顯示監管機構對廠商做出欺騙廣告的行為應採取足夠重的懲罰才對消費者最有利,而消費者在競爭性較高的雙占市場下福利較獨佔市場為高。
Two firms that produce products with different quality compete for heterogeneous consumers with two strategies: pricing and advertising. The consumers have different preferences for different quality products, and they are naive in the sense that they never doubt the advertising information. Hence, the low quality product firm can engage in deceptive advertising to make consumers believe its products are high quality. Under this setting, we discuss what the optimal deterrence rule against deceptive advertising a regulatory agency should adopt regarding consumers'' welfare. We find that imposing a severe enough penalty on the firm which makes fraudulent advertising is best for consumers. Moreover, the consumers’ welfare is higher under a more competitive, duopolistic competition than that under monopoly.
口試委員會審定書. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
摘要. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
第1 章緒論. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
第2 章文獻回顧. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
第3 章基礎模型及均衡分析. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
第4 章消費者剩餘和監管機構的作用. . . . . . . . . . . . . . . . . . . . . . . . 21
第5 章獨佔. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
第6 章結論. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
參考文獻. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
附錄. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Alipranti, M., Mitrokostas, E., Petrakis, E., 2009. With a little help from my enemycomparative
advertising as a signal of quality. Journal of Economics and Management
Strategy 18, 1071–1094.
Alipranti, M., Mitrokostas, E., Petrakis, E., 2018. Non-comparative and comparative advertising
in oligopolistic. The Manchester School 86, 308–332.
Corts, K. S., 2013. Prohibitions on false and unsubstantiated claims: Inducing the acquisition
and revelation of information through competition policy. The Journal of Law and
Economics 56 (2), 453–486.
Corts, K. S., 2014a. Finite optimal penalties for false advertising. The Journal of Industrial
Economics 62, 661–681.
Corts, K. S., 2014b. The social value of information on product quality. Economics Letters
122, 140–143.
Daughety, A. F., Reinganum, J. F., 2008. Communicating quality: A unified model of
disclosure and signalling. The RAND Journal of Economics 39, 973–989.
Hattori, K., Higashida, K., 2012. Misleading advertising in duopoly. Canadian Journal of
Economics 45, 1154–1187.
Piccolo, S., Tedeschi, P., Ursino, G., 2015. How limiting deceptive practices harms consumers.
The RAND Journal of Economics 46, 611–624.
Piccolo, S., Tedeschi, P., Ursino, G., 2017. Deceptive advertising with rational buyers.
Management Science, 1291 – 1310.
Polinsky, A. M., Shavell, S., 2012. Mandatory versus voluntary disclosure of product risks.
The Journal of Law, Economics, and Organization 28, 360–379.
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