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Abstract The ‘lemon’ problem shows the impact of transaction efficiency that result from quality-information asymmetries. The 'lemon' problem shows the impact of quality-information asymmetries on transaction efficiency, which is suggested by American economist George Akerlof(1970), one of Nobel Economics Prize laureates in 2001. Based on the 'lemon' model developed by Akerlof, this paper builds an e-consumer's behavior model under the cyber 'lemon' in order to reveal characteristics of "lemon" problem, which is different from the physical market, and its impact on consumer behavior. At last, this paper puts forward some suggestions based on the new model.
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Received: 04 August 2009
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Corresponding Authors:
PAN Yong
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2010, Vol. 1 
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