【作者】 蒋丽艳；

【导师】 徐跃权；

【作者基本信息】 东北师范大学 ， 图书馆学， 2005， 硕士

【摘要】 互联网的发展改变了人们的生活环境,实现了信息产品的网上交易。虽然网络环境下买卖双方的沟通与交流变得更加快捷,但由于买卖双方的身份无法确定,使得网络交易变得更加困难。网络信息产品提供商比信息用户拥有更多的关于产品质量的信息,这样便会出现“劣品驱逐良品”的“柠檬”现象。另外,由于网络信息产品自身的经验性、可复制性和不可破坏性等特点,使得网络交易中的“柠檬”现象更加严重。因此对网络信息产品交易中“柠檬”问题的研究十分必要。本文研究的最终目标是通过对网络信息产品交易中调整对策的实施,减少交易双方信息不对称性,提高网络信息产品市场的交易效率,使网络信息资源的配置达到最优化。 文章通过对网络信息产品涵义、类型和特征进行研究,以“柠檬”理论为依据,着重分析了网络信息产品交易中的“柠檬”现象和影响网络信息产品交易的“柠檬”问题的成因,以及由此产生的严重后果,并结合实例提出了解决网络信息产品交易中“柠檬”问题的对策,从多方面论证了实施对策的必要性和可行性。本文的主体部分对网络信息产品交易中“柠檬”问题的解决对策进行了深入剖析,论证了不同的主体应承担起不同的角色。对于政府部门来说,它应该建立完善的市场规范体制和权威的信息评估机构,并加强政府政策的透明度,使买卖双方对政府所实施发布的政策充分了解;同时,还要建立持续的信息披露制度,通过信息的持续披露,减少交易中的信息不对称性;另外,应加强信用档案和现代商业伦理道德的建设,充分有效地发挥社会舆论宣传和监督职能。对于网络信息产品提供商来说,他不仅要降低信息产品价格,有效遏制盗版行为,加强防伪创新,并要进行信号传送,主要指通过广告方式,向用户揭示产品质量,特别值得一提的要树立自己的品牌和建立信誉机制,通过混合捆绑销售等途径来解决网络信息产品交易中的“柠檬”问题。对于网络信息用户来说,他应运用最基本的信息搜寻方式,在购买信息产品之前对产品信息进行查询,以减少购买后的风险;在信息产品购买当中,通过签订不完备合同来制约低质信息产品的销售;在购买完信息产品发现上当受骗后,应加强自我保护意识,通过法律等手段来捍卫自己的权利。除了以上三个行为主体所采取的措施外,还应充分地利用网络信息中介。利用公正、可靠的信息中介,使用户掌握更多地关于产品的质量信息,从而买到自己满意的信息产品。 文章在写作过程中,运用规范分析与实证分析相结合,理论研究与对策探讨相结合,比较法、个案法、系统法、图示法等研究方法对所提出的问题进行有效的分析,使研更多还原

【Abstract】 The development of Internet has changed people’s living environment, has realized the online trade of the information products. Though both parties’ communication and exchange become swifter under the environment of the network, but because both parties’ identity is unable to confirm , make the trade of the network more difficult. The network information products provider has more information about product quality than the information user, will present the " lemon " phenomenon that " the bad product expels the good product " like this. In addition,because network information experience of products oneself, can duplicating and can’t characteristic such as being destructive, make the " lemon " phenomenon in the trade of the network more serious. So the study on problem of " lemon " in the information products trade of the network is very essential . The final goal that this text studies is through to adjusting the implementation of the countermeasure in the information products trade of the network, reduce both parties’ information unsymmetry, improve the trade efficiency of the network information product market, make the disposition of the information resources of the network reach and optimize most. The article is based on theory of " lemon " through carrying on research to the information products type of the network , characteristic , have analysed emphatically that influences the origin cause of formation of the " lemon " question of the information products trade of the network, and the serious consequence produced from this, has combined the instance and proposed solving the countermeasure of the problem of " lemon " in the information products trade of the network, have proved the necessity and feasibility of implementing the countermeasure from many aspects. This text subject to solve network information products trade problem of " lemon " analyze thoroughly part, agree and take on different roles after proving different subjects. To government department, it should set up perfect market and standardize the system and authoritative information appraisal agency , strengthen the transparency of the government policy; Meanwhile , will set up lasting information announcing system , will strengthen the construction of the credit file and modern commercial ethics. To network information products provider, he not merely wants to reduce the product cost of information, contain the pirate behavior effectively, strengthen anti-counterfeit to innovate , should carry on the signal to convey, announcing product quality to users, the ones that are especially worth mentioning will establish one’s own brand and setting-up prestige mechanism, solve the " lemon " problem in the information products trade of the network through mixing and trussing up the way of selling etc.. To network information user, he should use the most basic information to search the way , inquire the product information before buying the information products, in order to reduce the risk after buying; In the information products are bought , restrict the sale of the information products of low quality through signing the complete contract; n buy information products find after having dust thrown into the eyes , should strengthen the sense of self-protection , defend one’s own right through such means as the law ,etc.. Besides measure that the above three behavior subjects take , should also fully utilize the information intermediary of the network . Utilize the just , reliable information intermediary, use the family to grasp the quality information about the products more, thus buy one’s own satisfactory information products. The article is used and standardized analysis and real example to analyse that combine together in the course of writing, theoretical research and countermeasure are probed into and combined together, such research approaches as comparative law , case law , system law , graphic presentation law ,etc. carry on effective analysis to the problems put forward, enabling studying constant deepening, it can be in the information produc更多还原