Online feedback behavior is common for online retail consumers, behind which there is a puzzle about private voluntary supply of public goods. We establish a utility model for voluntary online feedback behavior based on Maslow's human motivation theory and conduct the empirical research by a set of online questionnaire data, in order to study the motivations of consumers' voluntary online feedback and the reasons for private voluntary supply of public goods. The results show that voluntary online feedback behavior is in line with rational choices between utilities and cost, which means that there is a rational basis under private voluntary supply of public goods. This research expands the connotation of the traditional utility function, deepens the understanding of private voluntary supply of public goods and Maslow's motivation theory, and provides insights into the credit system construction for online retail giants.

voluntary online feedback , human motivation theory , utility function , prepotent utility

自愿的在线反馈行为是网络消费中的普遍现象，其背后隐藏着一个重要的经济学问题，即公共品的私人自愿供给。为了更深入地研究消费者自愿进行在线反馈的动因，并相应探讨私人自愿提供公共品的原因，本文以马斯洛人类动机理论为基础，建立了自愿在线反馈行为的效用模型，并利用网络问卷数据对模型进行验证。研究结果表明，自愿在线反馈行为是消费者在效用和成本之间理性选择的结果，公共品的私人自愿供给方式具有理性基础。本文拓展了传统效用函数的内涵，深化了对公共品私人自愿供给和马斯洛动机理论的认识，也为网络消费平台的信用体系建设提供了新思路。

自愿在线反馈 , 人类动机理论 , 效用函数 , 优势效用