Research For The Problem Of Asymmetry Information In The Exchanging Of The Digital Products

With the popularization of the computer and Internet, the digital products widely enter into our life as a new goods form, such as software, music, network games. It can be produced and consumed in the virtual world as bit stream. With more and more products digitalized, people began to pay attention to the problem associated with the digital products, for instance, the pricing, the copyrights and uncertainty of quality information and so on. Because of its own characteristic and the network, the suppliers of digital products have more information about product quality and price than the consumers, which leads to the information asymmetry in the trade of the digital products. So the study on information asymmetry problem in the trade of the digital products is very essential.Based on the theory of morals risk, signal transmit, information screen, the thesis first analyzes the quality information asymmetry and price information asymmetry through the research of the definition, kinds and feature of digital products. Second, the thesis proves the reason from three respects : characteristic , consumers' limited reason the information of quality from the products provider of the digital products, and the information asymmetry will cause reverse choice and morals risk in the trade of the digital products. Finally, in the countermeasure analysis, this puts forward different solutions to the different results. While designing and taking precautions against the mechanism of the reverse choice, different subjects will take on different roles. As to the products provider, he should offer the free products and try out the products, transmit the product information reliably, establish brand management as the reliable signal, transmit to consumers, which lead to the consumer have more quality information of the products and the consumers can buy their own satisfactory information products. To the consumer, he should use the most basic information to search the way, inquire the product information ,reach the incomplete contract including restraining the condition , strengthening the sense of self-protection, defending one's own right by means such as the law, etc, which improves the reverse selection question in the trade of the digital products. Take precautions against both parties' morals risk by establishing prestige mechanism and the products provider's relation marketing tactics. To the government department, in order to reduce the information asymmetry between bargainers, apart from...