The Research Of Asymmetric Information Of Online Shopping Market And Its Influence On Market Transaction

Online shopping market, based on computer technology and network communication technology, is an virtual market that its transactions and payments all carry out online. Online shopping market has brought people with a new way to shop, online shopping, which has greatly changed the Chinese people’s shopping habits and was quickly accepted by the Chinese. However, due to its virtual and the difficult of information discrimination,besides that Chinese online shopping market has not have a perfect and standard market institution because of the Chinese online shopping market’s fast but short development, the problem ofasymmetry information become so serious that it has brought Chinese online shopping market with a great negative influence.Research of this paper is focused on the problem of asymmetric information of online shopping market, and focused on how and how much does the factor of asymmetryinformation influence on the trade of online shopping market when consumers shop online. The author mainly completed the following work in the study.Firstly, the paper analysis the characteristics of online shopping market isvirtual, low-cost, all-time and all-area,.then the analysis focuses on the asymmetric information’s different characteristics of three different forms of online shopping market, that is B2 C platform market, B2 C self market and C2 C market.Then through the theoretical analysis, this paper established the online shoppingmodel containing the factor of asymmetric information, basing on the TAM model and the Perceived-Risk model, which are usually used to analyse the influence factors of online shopping market.According the established model, the research investigates and collects data of consumers’ perception of online shopping, through the method ofquestionnaire. Then calculate the influence factors of trading decision when consumers shop online, and analyse the relationship about how different factors affect each other,as well as what effect does asymmetric information play. Andfinally reach the eleven conclusions of this research and have ananalysis and interpretation of the conclusions.Finally,according the conclusions having resched and basing on the existing measures to reduce and avoid the problem of asymmetric information, the paper put forward some suggestions separately toonline shopping platform, government departments, sellers online about how to reduce and avoid the problem of asymmetric informationfurther more.