Channel Conflicts and Market Segments between E-Commerce Market and Traditional Market: Based on the Adverse Selection Perspective

摘要

The emergence and rapid growth of electronic commerce reflects its dominant advantage under the information environment,which means that traditional markets may possibly be replaced by ecommerce market However,the adverse selection problem significantly limits the substitution effect Based on the classic model of adverse selection (Akerlof,1970),mis paper has constructed the twomarket (traditional market and e-commerce market) adverse selection model to prove that the quality of uncertainty associated with adverse selection may evoke channel conflict between e-commerce market and traditional market. The paper has got conditions about market segments and market equilibrium. The paper tries to reveal the academic reason for coexistence of traditional markets and the e-commerce and present new interpretation of channel conflict for the two markets. At last this paper put forward the strategic suggestions under adverse selection according to the model.