论文部分内容阅读
当电视购物为人们带来种种便利和高效率消费模式的同时,由于电视购物类节目的选择性信息战略,使得买卖双方信息失衡,消费者潜在的风险与电视购物产品的质量不确定性密切关联。交易中的信息不对称引发了逆向选择问题,电视购物市场中低价低质品越来越多,粗糙低俗的电视购物类节目充斥荧屏,电视购物中越严重的信息不对称带来消费者越低的忠诚度,以及消费者对电视购物类节目越负面的反应。制造与传播市场信号、声誉管理和第三方介入策略将有助于电视购物中逆向选择问题的解决。
While TV shopping brings convenience and efficiency to consumers, due to the selective information strategy of TV shopping programs, the information between buyers and sellers is unbalanced. The potential risks of consumers are closely related to the quality uncertainties of TV shopping products . Asymmetric information in transactions leads to the problem of adverse selection. More and more low-priced and low-quality products are being sold in the TV shopping market. Rough and vulgar television shopping shows are flooded with screens. The more serious information asymmetry in TV shopping leads to lower consumers Loyalty, and the more negative reactions consumers make to television shopping programs. Manufacturing and dissemination of market signals, reputation management and third-party intervention strategies will help solve the problem of adverse selection in TV shopping.