终端网络交易市场的信息不对称及其对市场交易的影响研究

发布时间：2018-09-10 10:43

【摘要】：终端网络交易市场是基于计算机技术和网络通信技术出现的一种在互联网上进行交易和付款的虚拟性市场。终端网络交易市场的出现带给人们一种新的购物方式—网络购物,网络购物的出现极大地改变了中国民众的购物习惯并迅速被人们所接受。然而,因为网络购物的虚拟性以及网络信息鉴别困难,加上因中国的终端网络交易市场发展时间太短而发展速度太快导致中国的终端网络交易市场制度不健全、规范不标准,信息不对称这一问题在终端网络交易市场被成倍的放大并对终端网络交易市场产生了极大的负面影响。本文的研究重点在于终端网络交易市场中的信息不对称问题,以及在消费者进行网络购物时信息不对称因素对消费者网络购物的影响机制和大小。为此,作者在研究中主要完成了以下几个工作:首先从理论上分析了终端网络交易市场所具有的特点:虚拟性、低成本、全天候和跨地域。结合终端网络交易市场的特点,重点分析了在三种不同形式的终端网络交易市场—平台式B2C市场、自营式B2C市场和C2C市场,其信息不对称有何特点和不同。然后通过理论分析,结合以往学者常用的网购交易决策模型:技术接受模型(TAM)和感知风险模型,建立本文的以TAM为主体,包含有信息不对称因素的网购决策模型。然后在所构建模型的基础上,通过调查问卷获取消费者对网购的感知数据,通过计量分析消费者在终端网络交易市场上进行网购时的交易决策因素,分析不同因素之间的影响关系以及信息不对称因素在其中起到何种作用,最终得出了论文的研究结论并加以解释分析。最后在研究结论的基础上,结合现有的降低和规避信息不对称问题的措施,对网购交易平台、网络卖家提出了进一步降低终端网络交易市场中信息不对称问题的建议措施。
[Abstract]:Terminal network trading market is a virtual market based on computer technology and network communication technology. The appearance of terminal network trading market has brought people a new way of shopping-online shopping. The appearance of online shopping has greatly changed the shopping habits of Chinese people and was quickly accepted by people. However, because of the virtual nature of online shopping and the difficulty of identifying network information, and because of the short development time and rapid development of China's terminal network trading market, the system of China's terminal network trading market is not perfect and the standard is not standard. The problem of information asymmetry is magnified in the terminal network trading market and has a great negative impact on the terminal network trading market. This paper focuses on the problem of information asymmetry in the terminal network trading market, and the influence mechanism and size of information asymmetry factors on consumers' online shopping. Therefore, the author has done the following work: firstly, the characteristics of the terminal network trading market are analyzed theoretically: virtual, low cost, all-weather and cross-region. Combined with the characteristics of the terminal network trading market, this paper mainly analyzes the characteristics and differences of information asymmetry in three different types of terminal network trading market: platform B2C market, proprietary B2C market and C2C market. Then, through theoretical analysis, combined with the traditional online purchase decision model: technology acceptance model (TAM) and perceived risk model (TAM), this paper sets up an online purchase decision-making model with TAM as the main body and information asymmetry factor as its main body. Then, on the basis of the model, we obtain the perceived data of consumers through questionnaire, and analyze the decision-making factors when consumers purchase online in the terminal network trading market. This paper analyzes the relationship between different factors and how information asymmetry factors play a role, and finally comes to the conclusion of the paper and explains it. Finally, on the basis of the conclusion of the study, combined with the existing measures to reduce and avoid the information asymmetry problem, the online shopping platform, network sellers put forward further measures to reduce the information asymmetry in the terminal network trading market.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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