基于动态博弈模型的电子商务柠檬问题研究

Lemon Problems in the Electronic Commerce Based on Dynamic Game Model

针对电子商务市场中存在的"柠檬"现象,从产品实意质量信息传递效率、卖方信誉、买方评估能力等方面探讨电子商务市场质量信息不对称的原因,引入不完美信息的动态博弈理论,阐述电子商务市场的4种均衡,即市场完全失败、市场完全成功、市场部分成功、市场接近失败。最后从政府、中介、企业和消费者4个方面提出提高电子商务市场效率的建议。

Aiming at the lemon problems in electronic commerce market, this paper discusses the reason of quality information asymmetry in electronic commerce market from various aspects, then introduces the dynamic game theory to explain the four types equilibrium of electronic commerce market. Finally, from the angles of government, agency, enterprise and consumer, this paper gives some advices on improving the efficiency of electronic commerce market.