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网络购物市场存在商品鱼龙混杂的典型现象:高价格的商品不一定高质量,低价格的商品也不一定低质量,表现出明显的信息不对称特征。文章基于网络购物市场所存在的两个维度不对称信息的特征事实,即厂商在产品质量与产品生产成本两个方面拥有私有信息,通过构建二维不对称信息的分析框架,从市场均衡的视角首次解释了上述现象的经济机理。分析表明,由于二维不对称信息的存在,消费者和厂商决策的互动过程使得市场上产品价格与质量不再具有单调递增关系,从而网络购物市场可能出现鱼龙混杂的市场均衡,文章证明了这一均衡在合理的条件下是存在的。文章通过比较静态分析考察了市场环境的变化如何影响商品质量的价格信号显示效率以及消费者购买行为,并考察了网络购物行业商家披露信息、消费者对于商家的反馈评分机制和保证退货等手段对于消除商品鱼龙混杂现象的有效性,为进一步规范发展我国网络购物行业提供了参考。
There is a typical phenomenon in the online shopping market where there are many mixed products: the products with high price are not necessarily of high quality, the products with low price are not necessarily of low quality, and exhibit obvious characteristics of information asymmetry. Based on the fact that the two dimensions of asymmetric information exist in the online shopping market, that is, the manufacturer has private information in both product quality and product cost. By constructing an analytical framework of two-dimensional asymmetric information, from the perspective of market equilibrium For the first time explained the economic mechanism of the above phenomenon. The analysis shows that due to the existence of two-dimensional asymmetric information, the interactive process of the decision-making process between consumers and manufacturers makes the price and quality of the market no longer monotonically increasing, so that online shopping market may have mixed results. The article proves that this Equilibrium exists under reasonable conditions. The article examines how changes in the market environment affect the quality of price signals and consumer buying behavior through comparative static analysis and examines the online shopping industry business disclosure information, consumer feedback rating mechanism for merchants and guarantee returns Eliminating the effectiveness of the mixed phenomenon of goods and fish, in order to further regulate the development of China’s online shopping industry provides a reference.