Study On The Impact Of Digital Products Information Asymmetry Degree On Purchases

With the continuous development of the Internet, we have entered the era of network economy. Commercial transactions based on the Internet are becoming more common, and influencing and changing people’s daily life habits, leading new consumption trend, and opening up a new space for consumption. It not only changed the way we used to product, circulate and consume, but also spawned a new product category-digital products.The research about Information economics shows that in market economy activities, asymmetric information between both parties may lead to the emergence of "adverse selection", and thus reduce the market efficiency. As a result, in the era of network economy information asymmetry phenomenon exist in the digital products market, eventually lead to the emergence of "adverse selection". One of the effective ways to solve this problem is using "signal", or to establish guarantee mechanism of market transparency. In short, it is that the disclosure of certain market information improves the market efficiency. However, the emergence of the theory of "information paradox" has broken the original "information transfer" method. It is that the product information should be not disclosed. Because once consumers understand the real information about product, some of them may be not willing to buy. Therefore, how to reasonably use "information" to improve the initiative of enterprise management becomes crucial.According to reading and analyzing the existing related literature, this article which is based on the research of network economy and the information asymmetry theory, changes the past qualitative research methods. In this article the research object is online novels which need to pay to read, the research methods is the combination of the quantitative analysis and qualitative analysis. The main content is to discuss the asymmetric information problems in digital products trade and the impact of the degree of information asymmetry on the market efficiency.Therefore, this research of digital product information asymmetry problem should be useful to perfect the digital product research, enrich and develop the network economy, information economics theory system, and provide the scientific guidance to enterprise on how to adjust the degree of information asymmetry, improve the active control of the enterprise information asymmetry, discuss the degree of asymmetric information’s influence on consumer buying behavior, etc., and to use "information" in the enterprise operation and management fully.