C2C电子商务中信用管理的博弈分析  

Analysis on the credit management in C2C E-business With Game theory

作　　者：丁绒[1] 宋光兴[2] 

机构地区：[1]云南财经大学 [2]云南财经大学MBA教育学院

出　　处：《上海管理科学》2007年第6期18-20,共3页Shanghai Management Science

基　　金：国家自然科学基金项目(70572068)

摘　　要：买家与卖家的信用风险问题是影响网络交易发展的主要因素,为了让双方安全放心地交易,首要任务是建立信用管理的平台—在线信誉管理系统。本文通过建立博弈模型,分析C2C电子商务交易中买卖双方的策略选择问题,探究诚信问题产生的根源,从而找出控制信用风险的手段,以期从理论上和实践上为设计可操作性强的在线信誉管理系统提供一点参考。Credit risk of dealing between buyer and seller is the key factor that influences the development of the network trade. For providing mutual safety in trade, it is most important to establish the platform of credit management online reputation management system. Through establishing gaming model, this paper analyses the strategy of buyers and sellers in C2C E business trade and explored the reasons why the credit problem happenes. Accordingly, we have found out the means of controlling credit risk , so that we can give some advice for designing feasible online reputation management theoretically and pratically

关 键 词：诚信 信用风险 在线信誉管理系统 博弈 

分 类 号：F713.36[经济管理—产业经济]