The Research On Information Asymmetry Of IT Digital Products In B2C Mall

Since 2003, with the rapid development of e-commerce in China, especially the increasing of B2C model in recent years, more and more consumers choose to buy IT digital products online. Online shopping model is different from the traditional entity store model. When consumers purchase products, they have obvious demands for information. And the growing demand is accompanied by information asymmetry problem.Based on the research for the information asymmetry, it takes survey on the consumers who have knowledge of IT products and experience of online shopping. SPSS software is used to take factor and component analysis. It finds three factors can be used to weight the information when consumers buy IT digital products in the B2C mall. The three factors are the number extent of information provided by site, the true extent of information provided and the convenience of accessing information by consumers.After finding out these factors and consumer's information situation and behavior, form the aspects of enterprise, analyze the current situation and obstacle of information number, truth and convenience. And the influence to B2C mall, consumers and third-party companies is analyzed. Finally, some measures are suggested to solve the information asymmetry problem of consumers.