Research On The Effectiveness Of Certification And Brand Eliminating Information Asymmetric

Due to asymmetric information on the quality of goods between the supplier and the buyer,the "lemon market" is generated,and the bad money drives out good money,resulting in market failure.Studies have shown that product quality certification and brand building and other means can eliminate the asymmetry of quality information,but empirical research are insufficient.This paper,taking Hangzhou consumer market as an example,conducts empirical research on effectiveness of certification and brand in eliminating the asymmetry of quality information by designing experiments on consumer behavior and compares between certification and brand.We first studies the effectiveness of certification and brand in eliminating the asymmetry of quality information,and selects green food,organic food,CCC,QS,CE and UL,the most common quality certification on markets,and designs effectiveness evaluation index system of quality certification eliminating the asymmetry of quality information.Then based on structural equation and assignment-type judgment matrix weighting method,the validity evaluation formula is established,and the data of high reliability and validity(or reliability)is obtained through the supermarket consumer behavior experiment.Through the research,the effectiveness of certification eliminating quality information asymmetry in quality certification of Hangzhou consumer market is 25.39%,among which the most effective is green food being 54.19%.In this paper,we use the fuzzy comprehensive evaluation method to verify the effectiveness of brand in eliminating the asymmetry of quality information.According to the attributes of the brand,the products are divided into three categories: luxury goods,daily necessities and food,and the evaluation matrix of these three kinds of commodities are respectively established for evaluation.Theconsumer behavior in Hangzhou consumer market is measured to obtain the evaluation data.Research shows that luxury brands is greater than the daily necessities brand,daily necessities brand is greater than the food brand.In this paper,a joint analysis is used to compare the effectiveness of quality certification and brand.Through consumer behavior experiments,we measure the consumer preference about the quality certification and the brand for luxury goods,daily necessities and foodstuffs respectively.Research shows that in luxury goods market consumers prefer brands,in daily necessities market consumers prefer brands,food market consumers prefer certification.According to the research of this article,it is concluded that to improve the effectiveness of quality certification to eliminate the asymmetry of quality information,the key lies in improving the consumer's recognition of quality certification,by improving the self-discipline construction of the certification body and the government's effective supervision.For luxury goods,certification is unnecessary,the key lies in creating a brand in the market,so that consumers recognize.For food,quality certification is an effective way to gain consumer trust.