Study On The Information Sharing Behavior And Incentive Mechanism In The Retail Market Online

Since the last century, the rapid development of information technology has been promoted the rapid spread of the Internet. With the growing number of the "users" of "online shopping", more and more consumers are familiar with "online shopping". However, in the commodity trading of network,goods are not presented in physical form, but in commodity-related text, pictures and videos.In this kind of transaction mode, the information of transaction is asymmetric, so that the transaction itself is a huge uncertainty and it has risks. In addition,there’s information asymmetry in the online retail market,so that e-commerce will face more severe adverse selection and moral hazard problems than the traditional retail market. For network’s retail development, this has become a major obstacle.In reality, online shopping platform has taken many measures to solve this issue, including online shopping platform information sharing system and so on. Online shopping platform information sharing system, namely on-line evaluation system, has generally recognized as a good method.It can give consumers more reliable and truthful information, which can effectively alleviate the problem of information asymmetry.thus, it will improve the efficiency of the online retail market trading.However, the sharing of the "Evaluation", which is a kind of "public goods", is often faced with the problem of insufficient supply.Therefore, the exploring of the behavior and related incentives of information sharing online shoppers will improve the online retail market in information sharing mechanisms. Main purpose of this study is to maximize the amount of evaluation information.As in recent years, behavioral economics have provided a new theoretical foundation for the study of the information-sharing incentives. Firstly, we learned from economic theory related to the online retail market of behavioral economics perspective. From related economic theory, we have chosen nine motivating factors of affecting consumer information sharing. This nine motivational factors have been divided by three categories.the first category is derived from "the buyer factors," including pursuit of interests, mutual orientation and enhanced reputation; second is from the "seller Factors", including providing products or good service, providing products or services in general,providing the product or service very poor; final category is derived from the "platform of factors," including ease with comments, reviews and comments credibility atmosphere. Then, we adopted questionnaires to obtain data.the empirical analysis to verify the proposed behavioral economics in the real motivating factor is the network information sharing platform played a role. Finally, we concluded based on the empirical online shopping platform for information sharing system incentives to put forward the corresponding policy recommendations on the online shopping platform of the future, and academic problems worthy of study make an outlook.