Trust Management in the Chinese E-Commerce Market Based on the Perspective of the Adverse Selection

Based on the classic adverse selection model, this book sets up the cyber “lemons” market model and analyzes the basic rule of asymmetric information. This book focuses on the topics as following: Is there “lemons” in e-commerce market? What rule do the cyber “lemons” characterize? How to build the cyber “lemon” market model? What is the particularity of adverse selection in cyber markets? What is more, how to eliminate or avoid the cyber “lemons” in Chinse e-commerce market?

This book aims to provide the accumulation for e-commerce research and support decision-making for management in Chinese e-commerce markets, and suggests trust management solutions to eliminate or decrease the cyber ‘lemons’. Through this book, it helps readers understand the ideas and effective methods of trust management in the Chinse e-commerce market, while deepening the reverse selection model and theory.

Introduction.- Adverse selection, 'lemon market' model and related literature review.- Adverse Selection of Internet Market: Mathematical Model and Theoretical Explanation.- Adverse Selection and Price Behavior in Internet Market.- Adverse Selection and Reputation Operation Mode of Network Market.- Adverse Selection and Operation Mode of Network Quality Intermediary.- Adverse Selection and Non-economic Solutions.- Adverse Selection and Strategic Suggestions of China's Internet Market.

Dr.Yong Pan is a Professor of E-Commerce and Dean of School of E-Commerce and Logistics Management, Henan University of Economics and Law. He received his PhD in 2004 from the School of Business, Remin University of China.  He is the committee member of E-commerce Teaching Steering Committee of the Ministry of Education in China. He is the Vice President of China Information Economics Society. He visited and worked at University of Minnesota and Waseda University. He is a member of the International Society for the Systems Sciences and standing member of Council of China Academic for Information Economics. His areas of research interests include e-commerce and e-marketing.