Research on information asymmetry in C2C e-commerce market

Information asymmetry will lead to adverse selecting and moral risk which causes the invalidation of C2C e-commerce market finally. This article introduces e-commerce intermediaries into the gambling analysis, transform the prestige mechanism to influence factor of the parameter, to reveal the four mechanisms taken by e-commerce intermediaries in buyers and sellers gambling and explain how to alleviate information asymmetry in C2C e-commerce market.