逆向选择环境下电子商务市场研究——基于信息经济学的视角

A Research into the E-Commerce Market in the Context of Adverse Selection——From the Perspective of Information Economics

当人们为电子商务所带来的种种便利和高效而欢欣鼓舞时,却又不得不同时面对这样一个事实:由于网络摆脱了时空的限制,造就了网络交易的虚拟性,由网上交易中的信息非对称性所引致的逆向选择问题也可能因为这样的外在原因而有恶化的趋势。设法减少存在于网络市场中的逆向选择问题,是我们提高电子商务市场效率的必然要求。笔者基于诺贝尔经济学奖获得者Akerlof的经典理论,构造了电子商务市场逆向选择模型和双市场(传统市场与电子商务市场)逆向选择模型,试图揭示出电子商务市场逆向选择存在的学理根源,并得出逆向选择环境下市场均衡和市场细分的条件。笔者还基于淘宝网的数据,实证性地探讨了中国电子商务市场逆向选择问题的本土特征和存在的问题,并就消除或减少网络逆向选择提出策略建议。

When people are enjoying the convenience of the internet, they are up against a predicament： the informational asymmetry from the qualitative uncertainty is getting worse because of the virtual reality in the e - commerce marketing. Trying to reduce the adverse selection in the cyber market is the inevitable requirement to improve e - business market efficiency fully. Based on the classical adverse selection principle put forward by American economist George Akerlof, the author builds the adverse selection model and the double market adverse selection model. From the data of taobao, com, the author demonstratively analyzes the indigenous character and existing issues. Finally the author puts forward some suggestions to counteract the adverse selection.