Study Of Information Asymmetries In B2C E-Commerce

B2C e-commerce is the most important form of e-commerce, since the advent of the Internet age, B2C e-commerce has been to flourish at home and abroad. However, there is still a range of issues in the development of B2C e-commerce. The results of the study of domestic and foreign literature show that information asymmetry is the main reason of the problems. As a result, it will be of great significance to research the causes, effects and the appropriate response of information asymmetry in B2C e-commerce. For these reasons, to study for the B2C e-commerce, information economics theory as the basic, this paper makes reason analysis, theoretical analysis and response analysis for asymmetric information, the key factor in B2C e-commerce.This paper is divided into five chapters. The first chapter is the introduction, and it is to introduce the background, the significance, the research at home and abroad, the objectives and the methods of this study. Chapter II is the related concepts about asymmetric information and B2C e-commerce, and it is the theoretical basis of this paper. Chapter III is the development of B2C e-commerce, and it is to discuss the problems in B2C e-commerce due to information asymmetry by introducing the development of B2C e-commerce at home and abroad. Chapter IV is the theory study of asymmetric information in B2C e-commerce, and it is on the causes and processes of the problems in B2C e-commerce. Chapter V is the solutions to the problems of asymmetric information in B2C e-commerce.In the B2C e-commerce market, the main asymmetric information includes price information asymmetry and quality information asymmetry. By comparing the traditional market and B2C e-commerce market, this paper analyzes causes and the corresponding countermeasures of price information asymmetry in B2C e-commerce market. Because of the quality information asymmetry and lack of credit, B2C e-commerce market prone to the problem of adverse selection and moral hazard, and the corresponding countermeasures include signaling, screening information, the establishment of commission-deputy mechanism and improving the credit system. This paper uses the game theory and information economics theory to establish a signal transmission model, level of quality assurance as the parameters, analyzes the process of signaling, screening and commission-deputy mechanism, discusses the significance and measures of improving the credit system. To a certain extent, these measures can help solve the various problems of B2C e-commerce market caused by asymmetric information, so that B2C e-commerce can grow healthily.