惩罚性赔偿制度在电子商务B2C“柠檬市场”的应用

Research on Punitive Compensation System of E-commerce B2C Lemon Market

互联网的复杂性和虚拟性削弱了消费者对信息的甄别与判断能力,逐渐出现商家虚假促销等现象,形成阿克洛夫口中的"柠檬市场",危害电子商务市场的公平秩序。文章研究产品质量监管部门和消费者两个利益主体分别与B2C商家之间的博弈过程,以此论证惩罚性制度应用于电子商务B2C市场的重要性和有效性。结果表明,理论性规范不足以约束B2C虚拟商家的行为,只有加入惩罚性赔偿制度,在涉及到自身收益的情况下,B2C商家才会慎重选择自己的行为,避免不必要的损失,实现效益最大化。

The complexity and virtuality of the internet has reduced the consumers ability of information judgment. Gradually, itappears the phenomenon of false business promotion. And products online has mixed with both the good and the bad, forming the“lemon market”proposed by Akedof, which exert a significant influence on the fair order of E-commerce market. This articlechooses the product quality supervision departments and consumers as two stakeholders, analyzing the game process between B2CE-commerce businesses and both of them respectively, demonstrating the importance and effectiveness of applying punitive systemto B2C E-commerce market. The result shows that the theory of regulation is not enough to restrain B2C virtual business behav-ior, only to join the punitive compensation system, in relation to their income situation, B2C businesses will carefully choose theirown behavior to avoid unnecessary losses and to achieve maximum benefit.