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网络交易市场中卖家数量增多导致的竞争加剧会对第三方标记这一信号传递机制的有效性产生影响。在信号传递的理论框架下,对分离均衡和混同均衡在双边垄断以及竞争市场中的分析发现,竞争加剧对第三方标记的有效性存在着异质性的影响:当买家对不同类型卖家的意愿支付差异高于诚信卖家的标记成本且小于投机卖家的标记成本时,竞争加剧会损害第三方标记的有效性;但是当不同类型卖家的标记成本彼此之间差异较大,而又都低于买家的意愿支付差异时,第三方标记的有效性会随着竞争加剧先上升后下降。对淘宝网上多种主流第三方标记在不同竞争环境下的实证分析与效果对比也为上述结论提供了经验支持。
The increased competition caused by an increase in the number of sellers in the online exchange market will have an impact on the effectiveness of the third-party markup, a signaling mechanism. In the theoretical framework of signal transmission, the analysis of the separation equilibrium and the equilibrium of the mixed equilibrium in the bilateral monopoly and the competitive market finds that there exists heterogeneity in the validity of the third party marking due to the intensified competition: when the buyer has different influence on the different types of sellers When willingness to pay is higher than the mark-up cost of honest sellers and less than the mark-up cost of speculative sellers, the increased competition may impair the validity of third-party markups. However, when the markup costs of different types of sellers differ greatly from each other, When the buyer’s willingness to pay for the difference, the effectiveness of the third-party markup increases first and then decreases as the competition intensifies. The empirical analysis and comparison of the effectiveness of various mainstream third-party tags on Taobao in different competitive environments also provide empirical support for the above conclusion.