电子商务市场质量信息不对称问题研究

Quality Information Asymmetry in Electronic Commerce Market

首先分析了电子商务市场(ECM)中产生质量信息不对称状况的原因,以及与传统市场存在的差异。在此基础上,探讨了降低ECM质量信息不对称程度的两种交易机制,认为信息中介可以实现信誉转移、提供检测信息与经验信息以及提高信息搜索效率,虚拟社区易于使交易者产生出相互信任的合作关系,这都可以在一定程度上降低ECM的质量信息不对称程度、提高交易效率。

Although electronic commerce market, as a new channel for marketing and information transmitting, has mighty function of information publishing, transmitting and searching, the situation of information asymmetry exists yet, which has its own characteristic compared with the traditional market. This paper indicates that the fundamental reasons for quality information asymmetry are the inefficiency of network transmission of goods substantial quality information, the poor quality of the information provided by the seller and the buyer′s limited rationality, thus affecting the transaction efficiency of the electronic commerce market. The paper discusses the transaction mechanisms to reduce the extent of quality information asymmetry in the electronic commerce market, proposing that through information broker enabling the establishment of the seller′s credit and virtual community promoting the cooperative relationship between transactors, quality information asymmetry could be reduced to some extent and transaction efficiency in electronic commerce market be improved.