农产品市场中信息不对称下的消费者剩余及行为选择

On Consumer Surplus and Consumer Behavior against the Asymmetric Information in the Market of Agricultural Products

信息不对称理论是微观经济学的一个核心内容,用来说明在不完全信息市场上,相关信息在交易双方的不对称对市场行为的影响,以及由此而产生的市场运行效率问题。传统经济学一直将农产品市场看作接近完全竞争的市场,事实上农产品市场是属于不完全信息市场,由于农产品质量的不确定性而导致信息不对称,影响到农产品市场的运作效率。而对于购买农产品的消费者在农产品市场中往往处于信息劣势地位,消费者的利益也常常被损害。运用信息不对称理论分析农产品市场中消费者剩余被削减的原因及对消费者在信息不对称下的行为进行分析。

Asymmetric information theory is the core of Micro Economics which explains how asymmetric information affects the market behavior and the operating efficiency in the market. Traditional economics has been regarding not necessarily the market of agricultural products as one that almost enjoys full competition. However, it is the case. In fact, information in this market is incomplete. The asymmetric information caused by the instability of agricultural products asserts impact on the operating efficiency of the market. As consumers are always in a disadvantageous position in terms of information when they purchasing agricuhural products, their interests are often damaged. This paper attempts to explain, by applying asymmetric information theory, why consumer surplus is reduced in the market of agricultural products and analyzes the consumer behavior under asymmetric information.