网络“柠檬”环境下消费者行为模型

E-Consumer's Behavior Model under the Cyber ‘Lemon’

文章基于阿克洛夫(Akerlof)经典模型构建了网络"柠檬"环境下消费者行为模型,该模型是对Akerlof经典模型的改进与扩展:改进后的模型充分考虑了网络交易中买卖双方对产品质量偏好的差异,并考虑在线产品连续质量分布对市场均衡所产生的影响,以揭示出网络市场"柠檬"问题不同于实物市场的特性及其对消费者行为的影响。最后,根据理论模型所提供的结论提出网络营销的策略建议。

The ＇lemon＇ problem shows the impact of quality-information asymmetries on transaction efficiency, which is suggested by American economist George Akerlof（1970） , one of Nobel Economics Prize laureates in 2001. Based on the ＇lemon＇ model developed by Akerlof, this paper builds an e-consumer＇s behavior model under the cyber ＇lemon＇ in order to reveal characteristics of ＂ lemon＂ problem, which is different from the physical market, and its impact on consumer behavior. At last, this paper puts forward some suggestions based on the new model.