Research On Information Asymmetry In B2C

E-business is a series of business affairs, which develop well with the aid of modern electronic information technology, especially network technology. It is a new trade mode, which sprang up from Occident in the initial stages of the 1990's. It realizes consumers' e-shopping, enterprises' e- dealing and e-payment through the Internet. E-business make the conventional trade-flow digital and electronic and change the practical flow into electronic flow, which reduce greatly the consume of the material resources and manpower and debase the trade-cost. On the other hand, E-business break through the limiting factors in time and space and evidently improve the efficiency of the market.Compared with the foreign e-business, the development of the domestic e-business is on the underway stage. There are various problems existed on the B2C trade mode. This paper analyzes these problems from the angles of information asymmetry. The dissertation is composed of five parts:Part 1, The exordium give a brief overview on B2C business mode, introduces the background and research status in quo on the foreign and domestic e-business, probe the train of thought.Part 2, from the angles of information asymmetry, by analyzing the effect degree of information asymmetry on the two parties of trade on the B2C business mode, probes the reason why B2C business mode have made information asymmetry, finally summarizes two kind of information asymmetry on the B2C business mode: Adverse Selection and Moral Hazard.Part 3, At first, this dissertation analyzes the impact of quality information on buyer's purchase decision, and presents the causes of quality information asymmetry in B2C business mode to be different from in traditional markets. And then the research establishes the adverse selection model on the base of the assumption that quality and price submit to the normal distribution. The result that adverse selection will have significant effect on the transaction efficiency in electronic markets is gained by model analysis. Finally give the measures.Part 4, we suppose the consumers are credible in B2C electronic business, Through establishing model, give the measure and the suggestion on Moral Hazard.Part 5, From the empirical research angle, this paper give the risk evading operationof joyo, and verifies the efficiency of decision model and strategies.Finally, this paper points out the deficiencies on the basis of the present research and probes into the reformative aspect in the future.