Abstract When people are enjoying the convenience of the internet, they are up against a predicament: the informational asymmetry from the qualitative uncertainty is getting worse because of the virtual reality in the e-commerce marketing. Trying to reduce the adverse selection in the cyber market is the inevitable requirement to improve e-business market efficiency fully. Based on the classical adverse selection principle put forward by American economist George Akerlof, the author builds the adverse selection model and the double market adverse selection model. From the data of taobao.com, the author demonstratively analyzes the indigenous character and existing issues. Finally the author puts forward some suggestions to counteract the adverse selection.
BO Yong. A Research into the E-Commerce Market in the Context of Adverse Selection-—From the Perspective of Information Economics. Economic Survey, 2011, 28(1): 01.
2011, Vol. 28 
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