电子商务市

发布时间：2018-11-05 08:15

【摘要】：21世纪初以来，信息化已经成为具有标志性的时代特征，电子商务作为一种全新的营销手段和企业管理工具受到越来越多的关注。而当人们逐渐习惯了电子商务市场带来的便利和高效时，也不得不同时面对随之而来产生的问题：即由于电商交易基于的基础平台——互联网的虚拟性，继而造成网络交易的虚拟性，那么在传统交易市场中所存在的“柠檬”问题很有可能同样存在于网络交易，并有可能因为这样的外在原因而更加恶化，对电子商务市场良好发展态势产生负面影响。因此，结合中国具体实践，研究电子商务市场下的“柠檬”问题对网络市场效率的提高以及电商市场的进一步发展壮大有着极为重要的现实意义。国外对于电子商务市场逆向选择问题已经从很多方面进行了较为系统的研究，而国内对于此问题的形成机理以及实证研究还较少。本文基于信息经济学视角，围绕电子商务市场“柠檬”问题这一主题，首先对电子商务市场“柠檬”问题的表现及其对电商市场各方面的影响进行分析，然后综合运用相关理论、模型对电商市场逆向选择问题的形成机理进行分析，同时还结合具体网站相关数据，进一步运用实证研究方法建立面板数据模型对理论模型得出的结论进行验证研究，得出关于电子商务市场相应的研究结论：（1）网络“柠檬”现象是明显存在的，并且市场上消费者的“柠檬敏感性”很强；（2）卖家可以通过建立信誉评价系统与声誉机制，，以此减弱市场“柠檬”问题的影响；（3）线上市场“柠檬”问题确实存在并呈现愈演愈烈的态势；（4）传统营销方法未能减少网络市场信息不对称性，进而无法消除“柠檬”问题。此外，在上述研究基础上，本文最后还结合中国实际提出适合电子商务市场的相关抵消机制和政策建议。
[Abstract]:Since the beginning of the 21st century, information technology has become an iconic feature of the times. As a new marketing tool and enterprise management tool, E-commerce has attracted more and more attention. When people get used to the convenience and efficiency brought by the e-commerce market, they have to face the following problems: the virtual nature of the Internet, which is the basic platform on which e-commerce transactions are based. As a result of the virtual nature of online trading, the "lemon" problem that exists in the traditional trading market is likely to also exist in online transactions, and may be exacerbated by such external reasons. It has a negative impact on the good development of e-commerce market. Therefore, it is of great practical significance to study the "lemon" problem in the e-commerce market for the improvement of the efficiency of the network market and the further development and expansion of the e-commerce market. The problem of reverse selection in e-commerce market has been studied systematically in many aspects in foreign countries, but the formation mechanism and empirical research of this problem in China are still few. Based on the perspective of information economics, this paper focuses on the theme of "lemon" in e-commerce market. Firstly, it analyzes the performance of "lemon" in e-commerce market and its influence on all aspects of e-commerce market. Then the formation mechanism of the adverse selection problem in e-commerce market is analyzed by using the relevant theories and models, and the relevant data of specific websites are also combined. Further use the empirical research method to establish panel data model to verify the conclusions of the theoretical model, and draw the corresponding conclusions about the e-commerce market: (1) the "lemon" phenomenon of the network is obvious. And the market consumer's "lemon sensitivity" is very strong; (2) the seller can weaken the influence of the "lemon" problem in the market by establishing the reputation evaluation system and reputation mechanism, (3) the "lemon" problem in the online market really exists and presents a growing trend. (4) the traditional marketing method can not reduce the asymmetry of network market information, and then can not eliminate the "lemon" problem. In addition, on the basis of the above research, this paper finally puts forward some relevant offsetting mechanisms and policy recommendations suitable for the e-commerce market in the light of China's actual situation.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.36

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