In the bad situation of network tra

In the bad situation of network transaction, there are many reasons for consumers' return, and information asymmetry is one of the important reasons for consumers' return. Because everyone has different information, the seller has more information about the traded goods than the buyer, and the virtual nature of the network itself makes the information asymmetry of the online retail more serious than the traditional retail, which not only intensifies the information asymmetry, but also intensifies the cost of reverse logistics. Information asymmetry may cause return problems, but the return problems of online retail are more complex, more expensive and more serious. Information asymmetry is not only reflected in product quality, but also in physical attributes such as product touch and process. Consumers in traditional retail can actually experience the physical attributes of products through actual contact with products However, consumers in online sales can't actually touch the goods before they are delivered, so they can only observe the goods through pictures and other forms.