客參化、客製化與經濟福利

本文將顧客參與廠商決定產品特性之過程分為：（1）生產前顧客參入見（客參化）的生產型態與（2）生產後依顧客意見修改產品（客製化）的生產型態。顧客以效用剩餘的大小決定參與產品特性的決策：（1）在客製化的過程，（a）顧客修改產品願意支付之代價，受顧客對產品修改前後之特性影響；（b）廠商修改產品特性之邊際成本愈小，結果愈接近顧客的偏好；顧客偏離效用之單位損失愈，要求修改的程度小。（2）廠商接受客參化生產型態，顧客偏好偏離的效用損失將獲導正，但效用全數被廠商攫取。（3）考慮顧客預算限制，廠商修改後的均衡產品特性與廠商的修改成本有關。（4）從經濟福利角度來看，客參化或客製化對顧客的淨效用沒有增加，但廠商的利潤會增加，進而提昇經濟福利。

關鍵字

客參化；客製化；序貫行動；經濟福利

並列摘要

Customer participation are divided into two categories: (1) consumerization – customer provides her opinions to the firm about specific product before manufacturing and (2) customerization – customer provides her opinions about a present product after manufacturing. The main results of this paper are as follows: (1) In the customerization procedure, (a) the payoff for customer to modify product is affected by average deviation before and after modification; (b) the less the marginal modification cost is, the higher degree the firm will modify product to come up with customer’s requirement. (2) If the firm were to accept the consumerization procedure, customer’s preference deviation lose should be corrected, but the firm will also take over the entire created utility surplus. (3) Consider the customer’s budget restriction, the equilibrium product attributes will concern with firm’s modification cost. (4) From the prospect of economic welfare, neither customerization nor consumerization can increase the customer’s net utility but can boosts the total economic welfare via raising the firm’s profit.

並列關鍵字

Consumerization ； Customerization ； Sequential Actions ； Economic Welfare

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