mocoСовременная конкуренция / Journal of Modern CompetitionJournal of Modern Competition1993-75982687-0657Московский университет «Синергия»RVTRMNmoco-574Research ArticleСтатьиПовышение конкурентоспособности онлайн-рынков доверительных благ с помощью репутационных механизмовIMPROVING THE COMPETITIVENESS OF ONLINE MARKETS OF CREDENCE GOODS WITH REPUTATION MECHANISMSСаперовН.В.SaperovN.НИУ ВШЭDepartment of Theoretical Economics, HSE, Moscow201313082025054464Copyright © Саперов Н., 20252025Саперов Н.Saperov N.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.moderncompetition.ru/jour/article/view/574

В данной статье рассматриваются онлайн-площадки в контексте асимметрии информации и ухудшающего отбора в сравнении их с оффлайновыми рынками. Ключевой тезис заключается в том, что без наличия дополнительных институтов, прежде всего репутационных, онлайн-модели рынков доверительных благ со временем теряют свою конкурентоспособность. Приводится обзор литературы, преимущественно зарубежной, посвященной анализу репутации в повышении конкурентоспособности онлайн-рынков, и указываются возможные направления архитектуры эффективных репутационных механизмов. Показывается, что через существующие на сегодняшний день электронные социальные институты продавец может строить свою репутацию, создавая для потребителей стимулы делиться информацией о качественном сервисе со своим кругом общения в социальных сетях. В заключение выделены предпосылки для более глубокого модельного анализа описанных феноменов, а также указываются направления дальнейших исследований.

Rapid development of markets for experience and credence goods in XXI century has not yet been analyzed in Russian academical literature. Meanwhile these markets has institutionalized and changed organizational structure and rules of some markets, for instance, private tutors market (internet site www.repetitors.info) and home-rent market (internet site www.airbnb.com). In this article I analyze internet markets in context of assymetric information and adverse selection, comparing them to offline markets. Key thesis is that online markets without reputational mechanisms are less efficient compare to offline markets. I consider list of recent research of reputation on online markets which offer different mechanisms to avoid adverse selection on internet. I compare social interactions of consumers and web 2.0 (user-generated content) instruments. I conclude that online markets should help seller of experience good (or service) to build his reputation through stimulating his consumers to share information in their social accounts. In conclusion I suggest more directions for deeper analysis of these phenomena.

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The authors declare that there are no conflicts of interest present.