全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...

C2C网上交易中信号机制的有效性分析

, PP. 161-170

Keywords: 信任,信号机制,网上交易

Full-Text   Cite this paper   Add to My Lib

Abstract:

?本文应用Berry等(1995)[2]提出的离散选择需求模型和差异产品的伯川德竞争模型,并利用淘宝网上的交易数据,对声誉、消费者保障计划、保修服务及信息披露四种信号策略在网上交易中的作用进行了实证研究。需求估计结果表明消费者保障计划中的"7天无理由退换货"计划以及保修服务可以作为产品质量的信号;而在其他有效信号策略存在的情况下,消费者保障计划中的"先行赔付"计划以及卖家声誉作为质量信号的作用则被削弱。成本分析表明,信息披露虽然可以提高消费者购买的可能性,但是由于发出信号的成本太低,容易被低质量卖家所模仿,因此并不能作为有效的质量信号。本文首次从供给和需求两个方面分析了信号机制在信息不对称情况下的效应及其作用机制。

References

[1]  Mas Colell,A.,Whinston,M.D., Green,J.R.. Microeconomic Theory [M], New York: Oxford University Press,1995.
[2]  Berry, S., Levinsohn, J., Pakes, A.. Automobile prices in market equilibrium [J]. Econometrica, 1995,63:841-890.
[3]  Livingston, J.. How valuable is a good reputation? A sample selection model of internet auctions [J]. Review of Economics and Statistics, 2005,87(3):453-465.
[4]  Kreps,D.M., Wilson, R.. Reputation and imperfect information [J]. Journal of economic theory, 1982,27(2):253-279.
[5]  Gal-Or, E.. Warranties as a signal of quality [J]. Canadian Journal of Economics, 1999,22(1):50-61.
[6]  Moorthy, S., Srinivasan, K.. Signaling quality with a money-back guarantee: The role of transaction costs [J]. Marketing Science, 1995,14:442-466.
[7]  Davis, S., Gerstner, E., Hagerty, M.. Money back guarantees in retailing: Matching products to consumer tastes [J]. Journal of Retailing,1995,71 (1): 7-22.
[8]  Dewally, M., Ederington, L.. Reputation, certification, warranties, and information as remedies for seller-buyer information asymmetries: Lessons from the online comic book market [J]. Journal of Business, 2006,79(2):693-729.
[9]  Berry, S.. Estimating discrete-choice models of product differentiation [J]. Rand Journal of Economics, 1994,25:242-262.
[10]  Nevo,A.. A practitioner's guide to estimation of random coefficients logit models of demand [J]. Journal of Economics & Management Strategy, 2000,9(4): 513-548.
[11]  Eaton, D. H.. Valuing Information: Evidence from Guitar Auctions on eBay . Working paper, Murray State University,2002.
[12]  Steinbrück, Schaumburg.A picture says more than a thousand words: photographs as trust builders in e-commerce websites . Conference on Human Factors in Computing Systems,2002.

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133