The Research Of Signal Transmission Failure Of The On-line Commodity Transaction

With the deepening development of the Internet and mobile network equipment, the Internet has become a part of people’s economic life. Rely on the Internet, online commodity trading scale is increasing,Based on different perspectives, signal transmission has many characteristics: Based on the characteristics of Internet, the online commodity signaling has difficulties to show products clearly to customers; the signal transmission security risks exist; the improvement of signal transmission efficiency. Based on the third party platform,online commodity trading signal transfer has provided a communication platform to enhance both parties trust, reducing consumer characteristics of signal screening difficult for both parties to the transaction. Based on traders of the online transaction, it shows the instability of the sender of signaling; the diversity of signal sender and receiver etc.. In addition,because of the commodity on the line signal transmission failure, for consumers will make shopping choice irrational, and then dampened the enthusiasm of online transactions; for good sellers, causes the damage to its earnings, for bad sellers claim their opportunism psychology; for the third party platform, signal transmission failure damage to its reputation,causing damages to its interests; for the whole market, causing a reduction in social welfare. What is the reason of the signal transmission failure ? Through the analysis, it can be divided into two aspects: externalcauses and internal causes. The external reason is: the online commodity for experience goods; the separation of online commodity trading payment and goods delivery; a virtual network environment; legal regulation is not perfect and other reasons. Firstly, bad sellers have intrinsic one-time game motivation, so they deliberately to send false signals of camouflage, misleading consumers; secondly, signaling has an initial mixed equilibrium condition, so different types of sellers have no incentive to send different signals, and they tend to choose the same signal type. According to the above analysis, I try my best to put forward countermeasures and suggestions in signal transmission failure, this paper mainly analysis the third party platform sellers separation strategy,because the third party platform has an absolute information superiority over the seller and customers. Then combined with the reality,beginning with a Taobao shop to Tmall to Tao Brand for examples, and finally putting forward countermeasures and suggestions according to government,seller and customers. Finally the research results and prospects of this paper.