"lemons" Problem In C2c Online Transactions

From the middle period of 1990s, with the information technology and the network communication technology development, one kind of brand-new commercial trade pattern C2C on-line transaction emerges in the global scope. In domestic, the credit system construction and the corresponding electronic commerce laws and regulations are not well built, therefore, there are many risks existing in the C2C on-line transaction, it is necessary to investigate these risk factors.According to CNNIC survey, the young people who often surfs the Net often go shopping on the net. In order to conclude the C2C on-line shopping sensation risk factors, the young people who frequently accessed the internet are investigated in the article. In the investigation process, conversation and questionnaire are used, then the factor analysis method in SPSS software are applied to deal with the data, finally I converged the many kinds of risk factors into six main factors: Third party service efficiency risk; Product safeguard aspect risk; Transaction macroscopic environment risk; Transaction microscopic environment risk; Seller's prestige risk; Buyer transaction efficiency risk.This article mainly researched the risk factors which caused by the information assymmety between the buyers and the sellers. Then, the "the lemon problem" theory is applied and the static and dynamic game methods are used to analysis the buyers' and the sellers' behavior in the C2C on-line transaction. Through analyzing, propose the following views: in once transaction, if the restraint mechanism is not exist, the seller in order to make his own benefit maximization, favors to uses the cheat strategy; so it is necessary to introduce the mechanism of complaining, punishing etc. But in the repeating transaction, seller favors the sacrifice short-term benefits to obtain the good prestige and more long-term benefits.On the basis of the above research, this text recommends complaint, punishment mechanism and reputation mechanism carried on by the network agency. So, we study the positive role the network agency played in the C2C online transaction, make a concrete analysis of domestic and international outstanding C2C websites, propose that the network agency is an effective method to...