基于网络商盟的信任交易管理机制研究  

Research of Trust Transaction Management Mechanism Based on Online Marketing Coalition

作　　者：胡润波[1] 杨德礼[1] 刁新军[1] 

机构地区：[1]大连理工大学管理学院,辽宁大连116024

出　　处：《运筹与管理》2009年第5期126-132,共7页Operations Research and Management Science

基　　金：国家自然科学基金项目(70672092)

摘　　要：如何建立有效的信任交易管理机制是网络交易信任管理中的一个重要问题。在分析现有网络信任交易机制局限性的基础上,根据网络交易信任问题的特点和现实社会中商业联盟的特性,提出一种基于网络商盟的信任交易管理机制,建立事前防范,事中协调,事后惩罚三位一体的欺诈约束机制,保障网络交易的安全性。本研究有效解决三方面问题:1)解决新注册用户难以开展业务的问题;2)有效防止会员通过变换身份进行欺诈;3)降低网络交易平台仲裁的工作量。采用博弈理论分析该机制下的交易方行为,可以证明诚信交易是长期博弈的子博弈完美纳什均衡策略。How to build an effective trust transaction mechanism is one of the most important problems in online trading management. Based on analyzing limitations of the existing online trust transaction mechanism, and according to characteristics of online transaction trust problem and business coalition in traditional commerce field, the article proposes a new trust transaction management mechanism on the basis of online marketing coalition. The mechanism makes the online transaction safe by way of prevention beforehand, coordination during the process and punishment afterwards. Three problems can be solved effectively： 1 ） putting an end to the phenomenon that no one wants to transact with newly registered users; 2） preventing members from changing identity to cheat ; 3） reducing the workload of online business platform arbitration. By the behavior analysis between buyers and sellers with the above mechanism, we prove that the strategy of honest trade is the Sub-game Perfect Nash E- quilibrium in repeated game.

关 键 词：管理科学 信任机制 博弈理论 网络商盟 网络交易 

分 类 号：F062.5[经济管理—政治经济学]