浅析电子商务市场中的信任机制——基于“柠檬市场”理论的分析

通常认为,互联网的出现有利于消除消费者的信息劣势,但事实是,电子商务市场的“柠檬”问题却因为网络的虚拟性实际上被强化了,它可能会降低人们对网络交易的信任感。为此,如何解决这些问题就需要我们进行深入的探讨。本文以“柠檬市场”理论为出发点,分析了信任缺乏的内在机理,并结合案例分析提出了建立网络信任的策略思路。

Trust Mechanism in the Internet Market--Based on the "Lemon Market" Theory

It is considered that the internet can eliminate consumer′s disadvantage for information, but the “lemons” problem is intensified because of the virtuality, which may decrease the trust for the cyber marketing. Based on the “lemon market” theory, this paper analyzes the inherent mechanism of trust absence. At last, this paper analyzes a case and probes into resolving approaches for building cyber trust.