Research On The Behavior Of Online Consumers In The Context Of Adverse Selection

With the popularity and development of the Internet, E-business began to enter people’s lives, more and more consumers rely on e-commerce market by selected find your favorite products and services. However, in the e-commerce market there is a serious information asymmetry, resulting adverse selection problem, which leads the fake shopping sites more serious problems, greatly reducing the efficiency of network transactions.In the E-commerce market, consumer behavior and the appearance of influencing factors traditional offline market compared different with traditional market. Select Perspective in reverse order on our C2 C market network consumer behavior as the research object, through the establishment of the seller- the buyer Game Model and data processing, obtained the Online Consumer What are the factors, and put forward to improve the adverse selection relevant recommendations.In China’s largest C2 C electronic business platform- Taobao as an empirical study, by accessing the website collected 371 sets of data, we analyze the price, reputation, impact assessment and sales of goods and services(ie, price, reputation, and service evaluation of influence consumer buying behavior). Preliminary concluded that,(1) under the influence of adverse selection problem, when consumer is buying goods only willing to pay a low price, which will result in the product market, the phenomenon of the "bad money drive out good money".(2) the network consumers also have the characteristics of the behavior of the conformity, the higher the popularity of the product is easy to induce consumers make buying decisions.(3) the number of high praise, sellers credit scores, special services have significant positive influence of the amount for goods. These three factors can reduce the probability of sellers publishing false information, increasing the sellers fraud costs, for consumers to reduce the uncertainty of information, more prone to purchase intentions.By the final analysis, it summed up the characteristics of consumers, online shopping problems and specific factors that influence consumer behavior accordingly make recommendations and summarizes the non-economic means to improve the e-commerce market in the adverse selection problem.