网络柠檬问题的表现、影响及营销启示——消费者行为视角

Manifestation,Influence and Marketing Implications of Lemon Problems in Internet Transaction——From the Perspective of Consumer Behavior

柠檬问题是逆向选择问题在产品市场上的表现,与传统市场一样,网络市场上同样存在柠檬问题。本文从消费者行为的角度分析了网络柠檬问题的表现及影响,认为网络柠檬问题主要产生于企业向消费者传递信息、消费者信息搜集以及消费者处理信息三个过程中,网络柠檬问题阻碍了消费者购买意图到购买行为的转变,最后本文探讨了网络柠檬问题的营销学启示。

Lemon problem is an issue of adverse selection in product market; the same as it is in traditional market, lemon problem appears in the intemet market. From the perspective of consumer behavior, this paper analyzed the expression and influence of intemet lemon problems ;it considered that the problems mainly took place in three processes, i.e. when sellers pass information to consumers, when consumers collect information and when consumers evaluate information. Lemon problem hinders the change of consumers＇ purchasing intent to purchasing behavior. The paper also discussed the marketing implications of lemon problem.