互联网平台中的信息不对称与卖方策略性定价行为——来自中国电商平台的证据  

Information Asymmetry and Sellers’Strategic Pricing Behavior in Internet Platforms:Evidence from E‑Commerce Platforms in China

作　　者：刘重阳 曲创[2] 王夕琛 LIU Chongyang;QU Chuang;WANG Xichen(Energy Development Research Institute of China Southern Power Grid,Guangzhou 510700,China;Center for Digital Economy and Platform Competition Studies,Shandong University,Jinan 250100,China;School of Social Sciences,Tsinghua University,Beijing 100084,China)

机构地区：[1]南方电网能源发展研究院,广东广州510700 [2]山东大学数字经济与平台竞争研究中心,山东济南250100 [3]清华大学社会科学学院,北京100084

出　　处：《财经问题研究》2025年第3期101-115,共15页Research On Financial and Economic Issues

基　　金：教育部人文社会科学研究青年项目“互联网平台经济中有效竞争的识别及监管研究”(20YJC790090)。

摘　　要：互联网平台是数字经济的重要构成和关键形态,其影响并塑造了卖方与消费者的交易行为。本文基于搜寻理论,解释了互联网平台中价格离散的形成机制,理论推演了互联网平台中的信息不对称与卖方策略性定价行为的关系;利用淘宝、天猫和京东三大电商平台的260万条商品信息,实证检验了互联网平台中的信息不对称与卖方策略性定价行为的因果关系。研究结果显示,信息不对称对平台价格分布的“策略性”有正向影响,对平台价格分布的“波动性”有正向影响,对平台价格分布的“优惠性”有负向影响。本文的研究结果经过一系列稳健性检验后仍然成立。本文建议监管部门应关注商品质量信息,规范线上市场中的商品信息展示方式,加强对平台的个性化信息展示行为的规范,促进平台形成机会均等的良性选择机制。In the era of the digital economy,platforms shape the trading behavior of small businesses and consumers.Platforms influence market efficiency by relying on massive information processing capabilities,bringing new opportunities to improve economic development.Fair competition,clear division of labor,and sound rule of law are the guarantees for the sustainable development of the market,and the key is that market participants can obtain real and sufficient information to make reasonable decisions.However,when the online market becomes a key transaction channel and platforms compete in a low‐growth market,it is debatable whether the problem of information asymmetry has been essentially solved.This paper first constructs a theoretical model based on the search theory to explain the price dispersion problem in platforms from the perspective of quality information asymmetry.The empirical work tests the obvious strategic pricing behavior in the online market based on 2.6 million lines of pricing data from the main online shopping platforms in China’s domestic market.This paper finds that the strategic pricing behavior is strengthened with the increase in the degree of information asymmetry.This result shows that although there are a large number of sellers,the equilibrium price is not as stable as that described by the theory of perfect competition market.Instead,these prices show a high degree of strategic volatility,and the stable relationship between the“strategic”“volatility”and“preferentiality”of market prices and information asymmetry is verified.This paper suggests that regulatory authorities should strengthen the protection of consumers’right to know and set more clear rules and standards to regulate the behavior of setting virtual online advertisements.The marginal contributions of this paper are as follows.First,this paper incorporates quality information asymmetry into the framework of search theory,theoretically explains the relationship between market pricing behavior and information asymm

关 键 词：信息不对称 策略性定价 互联网平台 价格离散 平台经济 

分 类 号：F713.56[经济管理—市场营销]