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我国的电子商务市场开始于1997年,迄今已发展了十七年。多年以来,我国电子商务市场交易额稳定增长,市场也渐为成熟。2013年底我国电子商务市场交易额达到10.2万亿。然而,电子商务市场的迅猛发展的同时,市场风险也日益突显。相比传统市场,其中的信息不对称也许更为严重。网络中的信息不对称让消费者在交易中处于劣势,购买的商品“不合意”这样的情况时有发生。但退货所需要支付的运费是一笔不可消除的交易费用,这会影响消费者关于退货的决策,致使市场上劣质的产品未必被合理淘汰,而优质产品也未必能得到消费者的青睐,大大影响了电子商务市场资源配置帕累托最优的实现。
China’s e-commerce market began in 1997, has so far been developed for 17 years. Over the years, the transaction volume of e-commerce market in our country has been steadily increasing, and the market has also gradually become mature. By the end of 2013, the transaction volume of China’s e-commerce market reached 10.2 trillion yuan. However, the rapid development of e-commerce market, market risk is also increasingly prominent. Asymmetric information may be more severe than traditional markets. Asymmetric information in the network so that consumers at a disadvantage in the transaction, the purchase of goods “undesirable ” This situation have occurred. However, the return shipping costs to be paid is a transaction fee that can not be eliminated, which will affect consumer decision-making on returns, resulting in inferior products on the market may not be reasonably eliminated, and quality products may not be able to get the favor of consumers, greatly Affecting the optimal implementation of Pareto resource allocation in e-commerce market.