Matthew effect in B2C and its countermeasures — exploration of new C2B mode

Abstract

This paper studies the Matthew effect in the field of B2C, through the search theory of consumers and the scale effect of businesses, the disadvantages of the current B2C model are obtained. Combined with the exploration of C2B under the background of industry 4.0 and some new transaction modes in the game, we propose a reverse transaction mode in the field of B2C to improve the disadvantages of the current B2C mode, and as a transition to the future C2B mode, and demonstrate its feasibility through the search cost theory and Pareto improvement.