消费者知情购仿行为形成、演变与治理策略研究

项目名称： 消费者知情购仿行为形成、演变与治理策略研究

项目编号： No.71501102

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 陈瑞义

作者单位： 南京邮电大学

项目金额： 15.5万元

中文摘要： 知情购仿行为是指消费者明知所购商品为仿冒品，对正常市场秩序和知识产权保护存在较大伤害，却基于实用、理性、精明以及大家都在使用等理由，仍然购买仿品的行为，在欧美和中国市场普遍存在，并出现知情购仿行为“常态”买真行为“例外”的泛化现象，引发各界对其复杂性的深刻反思。项目基于行为复杂性视角对知情购仿行为形成、演变与治理策略开展研究。首先对知情购仿行为进行系统分析，揭示其复杂性特征；然后从知情购仿行为理性与非理性决策、行为状态转变以及行为扩散与感染视角，分析其形成与演变机理；接着基于多主体建模构建知情购仿行为形成与演变计算实验模型，挖掘不同情景下知情购仿行为形成逻辑与演变规律；然后通过开发知情购仿行为评价指数来度量其形成机理与状态特征；最后基于CAS构建知情购仿行为多元博弈治理模型，分析不同情景下其治理策略的选择。为科学认识消费者知情购仿行为规律、走出治理困境以及丰富社会管理研究具有理论与实际价值

中文关键词： 计算实验；非理性行为决策；群体行为形成；行为演变；治理策略

英文摘要： Consumers know the goods is a counterfeit, based on reasons such as practical, rational, smart, and everyone in the use of, still buy a counterfeit goods behavior, namely non-deceitful counterfeit goods purchasing behavior, is common in Europe, United States and China. The generalization phenomenon of a people buy a counterfeit goods look normal buy genuine goods look exception lead our deeply rethinking the complexity of non-deceitful counterfeit goods purchasing behavior. Based on the perspective of behavioral complexity, the project will investigate of non-deceitful counterfeit goods purchasing behavior formation, evolution and governance strategy. In the first, carry on the system analysis, reveals the complexity characteristics of its; Then from the perspective of rational and irrational decision-making, the behavior states transition，behavior diffusion and infection, analysis of its formation and evolution mechanism; Then based on the multi-agent modeling building non-deceitful counterfeit goods purchasing behavior formation and evolution computational experiment mode, mining its formation logic and evolution law under different scenarios; And then to measure its formation mechanism and the state characteristic by the development of non-deceitful counterfeit goods purchasing behavior evaluation index; Finally based on complex adaptive systems modeling a multiple game governance model of non-deceitful counterfeit goods purchasing behavior based on the theory of the complex adaptive systems, and analysis its governance strategy choice under different scenarios. The Project has theoretical and practical value for scientific understanding the phenomenon of consumer non-deceitful counterfeit goods purchasing behavior generalization, out of the plight of the current management and rich social management research.

英文关键词： Computational;Irrational behavior decision making; group behavior formation;behavior evolution ;management strategy