基于博弈视角的我国C2C电子商务中诚信管理机制研究  

Research on Reputation Management System in Consumer-to-consumer Electronic Commerce in China Based on the Model of Game Theory

作　　者：徐利敏[1] 

机构地区：[1]南京财经大学国际经贸学院,江苏南京210003

出　　处：《南京财经大学学报》2010年第1期27-34,共8页Journal of Nanjing University of Finance and Economics

摘　　要：近年来,C2C电子商务在我国的迅猛发展为广大群众的消费购物带来了极大便利。但与此同时,作为电子商务的一种模式,C2C电子商务也不可避免地在遭受诚信问题的严重困扰,从而阻碍了其进一步发展。为了探求C2C电子商务中诚信问题出现的根源,不同于以往研究中只选择单一模型的情况,本文从不同的视角分析设计了三个博弈模型,并且将对这些模型的综合分析得出的结论应用于对我国C2C电子商务中诚信管理机制的基本构成要素的分析,从诚信管理机制层面提出解决诚信问题的方案。Recent years, consumer-to-consumer （C2C for short） E-commerce has been developing fast, which brings great convenience for the general to consume and shop. However, C2C E-commerce, as a mode of E-commerce, is suffering great obsession of reputation at the same time, and it hinders its further development. In order to look into the root of reputation problems, other than choosing only one model style in previous studies, this thesis analyzes and designs three models of game theory, the general conclusions of which are used to analyze the basic factors of building reputation management system in C2C E-commerce in China and to bring up the scheme of solving reputation problems from the reputation management system angle.

关 键 词：C2C电子商务 诚信 博弈模型 诚信管理机制 

分 类 号：F724.6[经济管理—产业经济]