基于博弈论的C2C微商不对称信息问题分析及对策研究

Analysis on C2C Wechat-Business Information Asymmetry Based on Game Theory and Countermeasure Research

由于微信平台的特殊性,微商交易存在一系列信息不对称的问题,严重影响着C2C微商市场的健康发展。将影响因素引入商家与消费者交易的博弈模型,对C2C微商电商模式下商家与消费者的行为策略进行分析,得出影响消费者和商家效用最大化的因素主要有产品成本、商家的交易成本和口碑成本等,并针对微商商家、政府、消费者分别提出相应政策建议。

Owing to the particularity of the Wechat platform, there is a series of information asymmetry problems for Wechat business transaction, which seriously affects the healthy development of the C2C Wechat business market. By introducing influence factors to the game model between traders and consumers, the paper makes an analysis onthe behavior strategy of traders and consumers with the patterns of C2C Wechat-trader and e-commerce, drawing a conclusion that the factors affecting maximized utilities of consumers and businesses are mainly product cost, business transaction cost and reputation cost, etc. Policy recommendations for Wechat-business, government and customers are proposed respectively.