电子商务平台上的信息不对称、交易成本与企业机制的运用  

Information Asymmetry,Transaction Costs and Use of Enterprise Mechanism on Electronic Commerce Platform

作　　者：何为[1] 李明志[1] 

机构地区：[1]清华大学经济管理学院,北京100084

出　　处：《技术经济》2014年第6期26-31,83,共7页Journal of Technology Economics

基　　金：国家自然科学基金项目"双边市场中的信息甄别与信用评价机制"(71273151)

摘　　要：基于交易成本理论,将电子商务平台上交易的商品分为两类——物理属性标准的商品和物理属性不标准的商品,将商品信息分为两类——物理描述信息和价格信息,研究了两类商品在两类信息上存在的信息不对称问题,并对比分析了在线交易中的市场机制和企业机制。指出:在市场机制下,信誉机制和搜索排名机制能有效缓解物理属性不标准的商品在物理描述信息上的信息不对称,但无法有效缓解物理属性标准的商品在价格信息上的信息不对称,解决物理属性标准的商品的价格信息不对称需要企业机制;在电子商务平台上部分地用企业机制代替市场机制可以减少交易成本。Based on the theory of transaction cost,this paper divides goods merchandised on the electronic commerce platform into two categories , namely one with standard physical properties, and another with non-standard physical properties, and also divides the information about the goods into two categories,namely the information about physical description and the information about price, and studies the asymmetry in these two categories of information of two categories of goods between sellers and buyers. Then it compares the market mechanism and enterprise mechanism. It finds as follows：under the market mechanism,credit system and search-ranking system could ease the asymmetry in physical description information of goods with non-standard physical properties, but could not ease the asymmetry in price information of goods with stand- ard physical properties, so enterprise mechanism needs be introduced;transaction cost would be reduced if enterprise mechanism is introduced into electronic commerce platform to substitute market mechanism partly.

关 键 词：信息不对称 交易成本 电子商务平台 市场机制 企业机制 线上交易 

分 类 号：F724.6[经济管理—产业经济]