跨境电商B2C“柠檬市场”的保证金制度研究

Study on Margin Deposit under the Lemon Market in Cross-border B2C E-commerce

网络的虚拟性使得消费者对信息的甄别能力较弱,市场上信息不对称风险逐渐显露出来,形成"柠檬市场",阻碍跨境电子商务的发展进一步。基于此,文章参考乔治·阿克洛夫的"柠檬市场"相关理论,分析"柠檬市场"的产生及原因,并根据经济学的需求供给理论解释其经济原因。利用博弈树模型解释消费者和网络跨境商品商家之间的交易关系,引入第三方机构,提供商家产品质量认证,同时为消费者提供一个信息披露平台,根据平台透明化信息评判商家信用等级,据此设置合理的保证金,使得跨境网络商家和消费者之间达到均衡。

The virtual network weakened consumers' ability of discriminating information. Then the risk of information asymmetry gradually revealed in the market, and the"lemon market"appears, hindering the further development of the cross-border E-commerce. Based on this, this paper refers to the theory of"lemon market"proposed by George Akedof and analyzed the reason of"lemon market", and explain the economic reasons according to the theory of supply and demand of E-conomics. Then it explained the relationship between the consumer and in the network. Subsequently, it introduced the third party organization to provide a guarantee of cross-border products, and to offer a platform for consumers for information disclosure. Meanwhile, the platform can estimate the of cross-border businessmen according to the transparent information in the platform. At the end of the paper, it sets a reasonable margin of deposit in line with the credit rating, ensuring a balance between cross-border businessmen and consumers.