| 摘要: |
| 与东、中部相比，目前我国西部地区网购贸易逆差非常明显，西部地区地方政府如何干预才能改善这种不平衡？本文从导致网购失败的邮费这一关键因素入手，采用行为经济学理论分析包邮效应，发现区域性无条件包邮对相应地区的电商经济发展具有重要的促进作用。国内的网购实际数据支持该观点。据此行为经济学规律，提出西部地区地方政府可通过精确的包邮补贴助推本地电商经济发展。 |
| 关键词: 西部地区 电商经济 逆差 包邮效应 行为经济学 助推 |
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| Nudging Western Less Developed Areas’ E-Businesses by Free Shipping Effect |
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HUANG Zhan bing, MA Xiao
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| Abstract: |
| By comparing with east and middle areas, currently, the trade deficit of China’s western areas’ online shopping is obvious, how western local governments balance the trade deficit of e economy in less developed west areas? Shipping cost is a crucial factor that influences people’s online purchasing behaviors. Free shipping option can increase customers’ online purchase decisions greatly and domestic online shopping data support this point. Based on this behavioral economic law, this paper put forward that the government of the western areas can nudge local e business economic development by exact subsidy for free shipping effect. |
| Key words: western area e businesses trade deficit free shipping effect behavioral economics nudge |
