【摘要】：21世紀初以來，信息化已經成為具有標志性的時代特征，電子商務作為一種全新的營銷手段和企業(yè)管理工具受到越來越多的關注。而當人們逐漸習慣了電子商務市場帶來的便利和高效時，也不得不同時面對隨之而來產生的問題：即由于電商交易基于的基礎平臺——互聯(lián)網的虛擬性，繼而造成網絡交易的虛擬性，那么在傳統(tǒng)交易市場中所存在的“檸檬”問題很有可能同樣存在于網絡交易，并有可能因為這樣的外在原因而更加惡化，對電子商務市場良好發(fā)展態(tài)勢產生負面影響。因此，結合中國具體實踐，研究電子商務市場下的“檸檬”問題對網絡市場效率的提高以及電商市場的進一步發(fā)展壯大有著極為重要的現(xiàn)實意義。 國外對于電子商務市場逆向選擇問題已經從很多方面進行了較為系統(tǒng)的研究，而國內對于此問題的形成機理以及實證研究還較少。本文基于信息經濟學視角，圍繞電子商務市場“檸檬”問題這一主題，首先對電子商務市場“檸檬”問題的表現(xiàn)及其對電商市場各方面的影響進行分析，然后綜合運用相關理論、模型對電商市場逆向選擇問題的形成機理進行分析，同時還結合具體網站相關數(shù)據(jù)，進一步運用實證研究方法建立面板數(shù)據(jù)模型對理論模型得出的結論進行驗證研究，得出關于電子商務市場相應的研究結論：（1）網絡“檸檬”現(xiàn)象是明顯存在的，并且市場上消費者的“檸檬敏感性”很強；（2）賣家可以通過建立信譽評價系統(tǒng)與聲譽機制，，以此減弱市場“檸檬”問題的影響；（3）線上市場“檸檬”問題確實存在并呈現(xiàn)愈演愈烈的態(tài)勢；（4）傳統(tǒng)營銷方法未能減少網絡市場信息不對稱性，進而無法消除“檸檬”問題。此外，在上述研究基礎上，本文最后還結合中國實際提出適合電子商務市場的相關抵消機制和政策建議。
[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.
【學位授予單位】：南京財經大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.36

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