B2C商务模式下信息不对称问题的解决方案

基于B2C商务模式下商家和消费者的信息不对称现象,将多种因素引入商家与消费者交易的博弈模型,进行完全信息静态博弈分析,进而得出影响纯纳什均衡和混合纳什均衡的因素主要有:产品成本、商家的交易成本、消费者受骗的精神损失、消费者对商品的评估价值与商品价格之差。最后提出此种信息不对称的消减措施,从而提高B2C商务的市场效率,使商家和消费者的利益最大化。

There is asymmetric information between businesses and consumers on the B2C trade model, which makes it possible for businesses to fraud. Considering some factors, this paper analyzes the game equilibrium between businesses and consumers. According to the analysis, the main factors influencing the Nash equilibrium are not only the cost of the commodities or services, the cost of the business trading with consumers by cheating or not, the mental loss of the consumers to be cheated, but also the consumers seeing the difference between the commodities evaluation and their price. At last, this paper brings forward the strategy to clear the problems in order to maximize the profits of businesses as well as consumers and improve the efficiency of the market.