摘要
首先提出双向信息不对称问题是制约B2C电子商务发展的关键,通过对信号传递理论的研究成果进行归纳,总结出建立B2C电子商务中信号机制需要符合的条件,并建立起B2C中信号机制的模型,即企业传递信号—消费者甄别的信号机制和消费者传递信号—企业甄别的信号机制。
This paper tries to apply the theory of signaling and screening to B2C and solve the problem of the asymmetric information in B2C . We put forward the concept of multi - asymmetric information between the companies and customers in B2C, and then apply the theory of signaling and screening to construct the model of the signaling system.
出处
《郑州航空工业管理学院学报》
2007年第6期105-108,共4页
Journal of Zhengzhou University of Aeronautics
关键词
B2C
双向信息不对称
信号机制
电子商务
B2C
multi - asymmetric information
signaling system
electronic commerce
