【正文】 ket in information to gain and released on and transaction costs there are traditional market inparable advantage. However, this based on puter network on the basis of the modern business economic activity, still can39。關(guān)鍵詞：電子商務(wù)，信息不對稱，問題，影響，原因，對策AbstractEmerce refers to use modern electronic information technology, especially the network technology in series of business and trade activities of the floorboard. It was in the early 1990s in Europe and the rise of a new business model, its characteristic is in the Internet environment, realize the online shopping, consumer online transactions between enterprises and online electronic payment. Electronic business affairs will traditional business processes to stream digital electronic, instead of real flow, greatly reducing the consumption of manpower and material resources, reduce the transaction costs。第五部分，結(jié)論。從B2B和B2C兩個方面分別闡述了電子商務(wù)的信息不對稱問題。繼而提出由于電子商務(wù)中信息不對稱產(chǎn)生的問題。 第一部分，信息不對稱的定義，提出了本文的選題背景和國內(nèi)外研究現(xiàn)狀，給出了本文的研究思路。電子商務(wù)中的信息不對稱所引發(fā)的逆向選擇和道德風(fēng)險,將造成電子商務(wù)“檸檬”市場的后果。消費者的消費觀念的改變，市場急癥的日趨激烈，電子商務(wù)的模式拓展了公司的生存空間和發(fā)展能力，電子商務(wù)市場在信息獲得和發(fā)布上以及交易成本都存在著傳統(tǒng)市場不可比擬的優(yōu)勢。電子商務(wù)將傳統(tǒng)商務(wù)流程電子化、數(shù)字化，以電子流代替實物流，大大減少了人力、物力的消耗，降低了交易成本；另一方面它突破了時間與空間的限制，顯著地提高了市場的效率。 23六 結(jié)語 24七 總結(jié)與體會 26八 謝辭 27九 參考文獻(xiàn) 29十 附錄 29摘要電子商務(wù)是指利用現(xiàn)代電子信息技術(shù)，特別是網(wǎng)絡(luò)技術(shù)所開展的一系列商務(wù)、貿(mào)易活動的總稱。昆明理工大學(xué)津橋?qū)W院畢業(yè)設(shè)計（論文）任務(wù)書 經(jīng)濟(jì)管理 系（部） 信息管理與信息系統(tǒng) 專業(yè) 071 級學(xué)生姓名： 趙飛 畢業(yè)設(shè)計（論文）題目： 電子商務(wù)中信息不對稱研究 畢業(yè)設(shè)計（論文）內(nèi)容：專題（子課題）題目： 內(nèi)容：設(shè)計（論文）指導(dǎo)教師：（簽字） 主管系主任：（簽字） 年 月 日目錄摘要 3一 信息不對稱理論的定義: 6二 電子商務(wù)中信息不對稱導(dǎo)致的問題 8（一） 逆向選擇 8（二） 道德風(fēng)險 10（三） “檸檬”問題 12三 當(dāng)前我國電子商務(wù)中信息不對稱問題帶來的影響及主要形式 13（一）對市場的影響 13（二）對消費者的影響 14（三）對商家的影響 14四 電子商務(wù)信息不對稱的主要形式 14。 15 15五 原因分析及對策提出 16（一）信息不對稱的原因分析 17（二）解決信息不對稱問題的對策 171．立法 182. 充分發(fā)揮第三方平臺的作用 193. 依靠網(wǎng)絡(luò)的開放性，完善信用評估機(jī)制 21。它是20世紀(jì)90年代初在歐美興起的一種全新的商業(yè)交易模式，其特點是在Internet環(huán)境下，實現(xiàn)消費者的網(wǎng)上購物、企業(yè)之間的網(wǎng)上交易以及在線電子支付。 隨著電子信息技術(shù)和網(wǎng)絡(luò)的迅速發(fā)展,電子商務(wù)以其交易的便捷性與開放性,在經(jīng)濟(jì)中逐漸發(fā)揮著愈來愈重要的作用。然而，這種建立在計算機(jī)網(wǎng)絡(luò)基礎(chǔ)上的現(xiàn)代商務(wù)經(jīng)濟(jì)活動，依然沒能克服傳統(tǒng)商務(wù)經(jīng)濟(jì)中的一些弊端，信息不對稱在電子商務(wù)強(qiáng)勢崛起的同時，越來越顯示出了它的消極意義。 本文從信息不對稱的角度對這些問題進(jìn)行分析，研究內(nèi)容主要包括五個部分。 第二部分，從信息不對稱理論出發(fā)，通過分析電子商務(wù)模式對市場交易雙方信息不對稱的影響，提出了電子商務(wù)活動中信息不對稱導(dǎo)致的逆向選擇和道德風(fēng)險兩個問題，進(jìn)而導(dǎo)致了“檸檬市場”的產(chǎn)生。第三部分，當(dāng)前我國電子商務(wù)中信息不對稱問題帶來的影響，從市場，消費者，商家三方面探討信息不對稱問題產(chǎn)生的消極影響，第四部分，電子商務(wù)信息不對稱的表現(xiàn)形式。第四部分，原因分析及對策提出，針對上面產(chǎn)生的問題，通過分析提出解決對策。通過對電子商務(wù)中信息不對稱問題的研究分析，展望電子商務(wù)市場美好的前景。 On the other hand it broke through the time and space, and remarkably enhance the limits of market efficiency. As electronic information technology and network rapid development, electronic merce with its trading convenience and openness, in the economy plays a more and more important gradually role. Consumer spending changes in the concept of the market is being increasingly fierce, emergency emerce models to expand the pany39。t overe traditional business economic in some drawbacks, information asymmetry in the electronic merce strong rise at the same time, more and more shows its negative meanings. In electronic business affairs caused by information asymmetry of adverse selection and moral hazard, and will cause emerce lemon market consequences. This article from the Angle of asymmetric information to these problems were analyzed, and the research content mainly includes five parts. The first part, the definition of information asymmetry, put forward in this paper to choose a background and research situation are given in this paper, the research. The second part, from information asymmetry theory, through the analysis of ebusiness model market both trade information asymmetry, and puts forward the impact of emerce activities caused by asymmetric information in the adverse selection and moral hazard two problems, and led to lemon market production. And then puts forward the emerce asymmetry of information and the cause of the problem. The third part, the current our country electronic merce information asymmetry problem in the impact of consumers, from the market, the businessman three aspects discussed the problem of the asymmetry of information the negative influence, the fourth part, emerce information asymmetry forms of expression. B2B and B2C from two aspects of electronic merce respectively expounds information asymmetry problem. The fourth part, cause analysis and countermeasures, in view of the above, by analyzing the cause of the problem put forward countermeasures. The fifth part, conclusion. Through the electronic merce information asymmetry problem in the study and analysis, forecast electronic business market good prospects. Keywords: electronic merce, information asymmetry, questions, influence, reason, c