经验商品电子商务逆向选择问题研究.pdfVIP

200422 总第306 期 商业研究 COMMERCIAL RESEARCH : 1001- 148X ( 2004) 22- 0001- 04 李 莉, 杨文胜, 蔡淑琴 ( 华中科技大学 管理学院, 湖北武汉 430074) : 电子商务市场上尽管存在着大量的商品信息, 但仍然存在着信息不对 问题在将商品分为经 验商品与非经验商品的基础上, 讨论电子商务中由于经验商品质量信息不对 引起的逆向选择及其对 交易效率的影响对第三方传递经验商品质量信息降低信息不对 的途径进行探讨, 认为电子商务 市场中电子市场中介将有效地降低获取经验商品质量信息的成本, 虚拟社区与不完备合同有助于在交 易者之间构造出相互信任的合作关系, 从而减少电子商务中的逆向选择问题 : 电子商务; 经验商品; 逆向选择; 电子市场中介; 虚拟社区; 不完备合同 : F71336 : A Study on the Adverse Selection of Experience Goods in E- Commerce LI Li, YANG Wensheng, CAI Sh qin ( School fo Management, Huazhong Univ . of Sci. Tech.Hubei Wuhan 430074, China) Abstract: Tho gh there is a great amo nt of goods information in e- Commerce market, information asymmetry exists all the same. In this paper, the adverse selection of experience goods and the impact of transaction efficiency are st died by classify ing the goods in e- Commerce market into experience goods and non- experience goods, which is led by asymmetric informa tion of q ality in e- Commerce. Then, it proposes how to transmit the q ality information of experience goods and to red ce the degree of information asymmetry. With cybermediary being able to red ce transaction cost, virt al comm nity and imper fect contract helping to the formation of the cooperative relationship between players, adverse selection of experience goods in electronic commerce will be improved. Key words: e- commerce; experience goods; adverse selection; cybermediary; virt al comm nity; imperfect contract , , , [ 1] , ! , , , , , 99% , , ,