The Influence Of Network Effect Of E-Commerce Market On The Motivation Of Product Quality Information Disclosure

In recent years,with the continuous progress of Internet technology,e-commerce market is rising and developing rapidly,which brings people a new consumption mode and more convenient consumption experience.But at the same time,new problems arise.In the network environment,consumers can not perceive the material of products and control the quality of products.Compared with offline retail market,"information asymmetry" is more common.The disclosure of product quality information by merchants may alleviate some problems of "information asymmetry",but the behavior of information disclosure is also restricted and influenced by many factors.For example,the real quality level of products,the structure of the market and the characteristics of consumers.What factors will affect the motivation of product quality information disclosure in the e-commerce market? This is the question that this article wants to explore.E-commerce develops on the base of Internet technology,which makes the interaction between consumers and enterprises more frequent.Such frequent interaction makes consumers' purchase decisions more vulnerable to the influence of others,forming a network effect in the e-commerce market.Therefore,this paper attempts to study from the perspective of network effect,and further believes that it is expressed as two factors: emotion and word-of-mouth.Based on the "unraveling theory",this paper constructs a two-stage Bertrand model of product quality information disclosure in e-commerce market,and solves the Perfect Bayesian Equilibrium solution of threshold quality with the method of incomplete information dynamic game.After that,the influence of emotional factors,word-of-mouth factors and comprehensive network effects on the motivation of enterprises to disclose product quality information is discussed with the method of comparative static analysis.Through the analysis,the conclusions of this paper are as follows: first,the emotion and word-of-mouth of network effect affect the motivation of product quality information disclosure,in which word-of-mouth plays a decisive role,while emotion plays a subsidiary role.Secondly,there are three kinds of equilibrium solutions of threshold quality under the different range of emotion and word-of-mouth.In this paper,it is defined as three areas: the area of "mending the dead",the area of "taking advantage of force" and the area of "sitting and enjoying success".Third,in different regions,the mechanism of the role of word-of-mouth factors is different.When an enterprise faces poor word-of-mouth,the disclosure decision of the enterprise is to " mending the dead";when a product enjoys good word-of-mouth,the disclosure opportunity of the enterprise is reduced,because it can make use of its good word-of-mouth,which is "taking advantage of force".Fourth,the regulatory effect of emotional factors is different because of different reputation mechanisms,including "exposure effect" and "reinforcement effect".In the field of poor word-of-mouth,emotional factors play the role of "exposure effect",while in the case of good word-of-mouth,emotional factors play the role of "reinforcement effect".Fifthly,the better the word-of-mouth,the stronger the subsidiary of emotional factors;the more optimistic the mood,the stronger the decisive role of word-of-mouth factors.