资讯经济学

资讯经济学（Information economics），微观经济学中的分支。由美国经济学家乔治·斯蒂格勒在1961年率先提出，他个人认为：产品资讯的内容会对经济活动及消费者购买决策产生某部份的影响。
我们以最基本的产品价格资讯来看，市场上各家零售商对产品的价格不一，所以消费者为了追求最便宜的价格，会逐一比较各家的价格，以得出一个最低价格，而这个比价的动作我们称为「搜寻」。消费者搜寻时，势必会额外付出较多的时间及精力，因此消费者不会无限制的搜寻，而是到消费成本超过所预期获得的利益（指最低价格的价差）时就会停止下来。当然消费者在进行搜寻的动作时，会付出额外的时间、精力及金钱，当消费者搜寻到一个程度时，我们称为「边际成本＝期望边际效益」，这时消费者就不再继续搜寻。搜寻过程的成本支出，对应所得到的资讯，检测是否符合降低采购风险，提升采购的正确性，这就叫做「效益」，而边际成本＝期望边际效益则就是成本效益的损益平衡点。

**参见**
 逆向选择- 契约理论- 道德风险

**参考文献**
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