电子商务市场中经营者声誉效应的博弈分析  

Game Analysis of Proprietor Reputation Effect in E-Business Market

作　　者：马辉民[1] 钱若冰[1] 占若愚[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《武汉理工大学学报（信息与管理工程版）》2005年第4期314-318,共5页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：国家自然科学基金资助项目(70071011).

摘　　要：将电子商务中的交易者双方信息不对称的情况引入重复博弈,通过建立相应的博弈模型,分析声誉效应在电子商务市场中的作用机理,并根据模型分析结果,提出了有针对性的对策与建议来减少市场中经营者的欺诈行为。The phenomenon of information asymmetry of both parties of dealers in E-business is introduced to repeated games. The functions of reputation effect in E-business market are analyzed by establishing corresponding game models. Suggestions are put forward according to the results drawn from these models to reduce cheating behavior of proprietors in E-business market.

关 键 词：电子商务 信息不对称 声誉效应 重复博弈 

分 类 号：TP311[自动化与计算机技术—计算机软件与理论]