标准消除质量信息不对称的机理研究

Mechanism and Empirical Research on Eliminating the Asymmetric Quality Information by Standards

本文对标准消除质量信息不对称的机理进行了研究。研究表明,标准是判断质量的尺度,标准通过质量认证标志向消费者传递产品质量保证的"信号","信号"的强弱直接影响了标准消除质量信息不对称的效用,即质量认证的外部有效性。所以要消除市场上质量信息不对称,关键是要通过质量认证把"产品质量符合产品标准的证明信息"传递给消费者,也即产品质量保证的信息传递给消费者,并使消费者对质量保证产生信任。本文从消费者对质量认证的认知度、信任度及购买度3个维度构建了评价质量认证外部有效性的评价指标,用分配型判断矩阵的构权方法对质量认证外部有效性进行测评,设计了消费者行为实验对杭州市场的质量认证外部有效性进行实证。研究得出,质量认证外部有效性为21.83%,处在一个较低的水平,并分析了有效发挥标准消除质量信息不对称作用的措施。

This paper studies the mechanism of quality standards to eliminate information asymmetry. The research shows that standard is the measure of quality, which transmits the signal of the quality assurance information of product to consumers through the quality certification marks. The strength of the signal directly affects the effectiveness of eliminating the asymmetric quality information by standards, or the effectiveness of external quality assurance by the quality certification. Therefore, to eliminate the information asymmetry of the quality, the key is to pass the information ＂the product quality conforms to the product standard＂ to the consumers by quality certification. That is, passing product quality assurance information to consumers, and making consumers trust in quality assurance. This paper constructs the index system for evaluating the effectiveness of external quality assurance by the quality certification from the cognition degree, the trust degree and the purchase degree, calculates the effectiveness based on the constructing weight method by distribution judgment matrix, designs a consumer behavior experiment to empirically evaluate the effectiveness of external quality assurance by the quality certification in the Hangzhou consumer market.The results show that the effectiveness of external quality assurance by the quality certification is 21.83%, which is a low level for eliminating the asymmetric quality information by standards. Eventually, it analyzes the measures to effectively play the role of eliminating information asymmetry by quality standards.