网络市场中的"价格悖论"与逆向选择

按照传统微观经济学的观点 ,在网络市场上伴随着搜寻成本的下降 ,价格的离散应该下降。然而 ,相关的经验研究却得出了与一般看法相反的结果 :在线产品市场的价格离散不仅存在 ,而且其离散幅度大于离线产品市场的价格离散幅度。由此 ,产生了一个与传统经济理论相矛盾的“价格悖论”。本文从网络产品质量信息不对称性的角度 ,对网络市场中“价格悖论”现象提出了基于网络逆向选择视角的解释 ,并对消除和减少网络市场中价格离散、提高网络市场交易效率进行了探讨和分析。

"Price Paradox" and Adverse Selection in Cyber-Markets

According to the view of the traditional microeconomics, the price dispersion in the cyber-markets should descend along with the dropping of research cost. However, the correlative emperical studies reach a contrary opinion: there not only exists price dispersion in the cyber-market, but also more in range in it than in the traditional market, thereby resulting in a "price paradox" that is inconsistent with traditional economic principle. Based on the adverse selection resulting from information asymmetry of online product quality, this paper puts forward a new interpretation about the "price paradox". Finally, the paper probes into resolutions to eliminating and decreasing "price dispersion" in order to raise the business efficiency in the cyber-marketing.