商业信息在传统与电子两种销售模式下的收益分析

Comparative Analysis on Revenue of Business Information in Traditional and Electronic Selling Modes

本文从传统销售模式和电子销售模式中信息发布和搜索成本的角度出发,用信号博弈的思想分析了有退款保证的商品交易模型,得出如下结论:在成本回收年限内,如果电子销售模式下买卖双方的信息搜索和发布成本小于其在传统销售模式下的成本时,可选择电子销售模式;否则,应选择传统销售模式。

A market signaling game model is proposed from the perspective of information releasing and searching cost both in traditional selling mode and electronic selling mode, in which the transaction of commodity is analyzed with refunding guaranties. It is concluded that, within the callback time of cost, the adoption of the electronic selling mode is preferred if there exists a smaller information releasing and searching cost between the seller and buyer in electronic selling mode than in traditional selling mode. Otherwise the choice of a traditional selling mode is most ideal.