Abstract:

Nowadays, online shopping has become one of the mainstream form of consumption However, information asymmetry brings a big obstacle to the transaction parties, which leads to inefficiencies of online trading market In order to solve the inefficient market, a signaling game model of buyers and sellers of online shopping is established through game theory method Aiming at quantitatively analyzing the different strategies taken by merchants,the consumer protection measures and recommendations are provided

Key words: online shopping, signaling game, information asymmetry, pretend cost