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为缓解网上交易的信息不对称问题,提高交易者之间的信任度,淘宝网在2007年3月率先推出一系列的消费者保障计划。本文利用淘宝网的交易数据,对其中的“先行赔付”计划及“7天无理由退换货”计划的有效性进行了实证研究。结果表明,消费者保障计划确实增强了交易者之间的信任度,提高了网上交易的成交概率,增加了消费者福利,并且相比信用评价系统,其作用显得更为重要。在一定程度上,消费者保障计划与信用评价系统是相互替代的关系。
In order to ease the problem of information asymmetry in online transactions and increase trust among traders, Taobao launched a series of consumer protection plans in March 2007. This article uses Taobao’s transaction data to empirically study the effectiveness of the “prepayment” program and the “7 days no reason to return” program. The results show that the consumer protection plan does increase the trust between traders, increase the probability of dealing on online transactions, increase consumer welfare, and play a more important role than the credit evaluation system. To a certain extent, the consumer protection plan and the credit rating system are mutually exclusive.