动态交易保证金在网上交易信誉激励机制中的设计和实现  

Design and Implement of Dynamic Trading Security Deposit in Reputation Incentive Mechanism for Building Trust in Online Trading Market

作　　者：孙宝文[1] 李二亮[1,2] 王珊君[1,3] 何毅[1] 李永焱[4] 

机构地区：[1]中央财经大学中国互联网经济研究院,北京100081 [2]河南工程学院管理工程学院,郑州451191 [3]宁夏财经职业技术学院,银川750000 [4]中国人民银行营业管理部,北京100045

出　　处：《管理评论》2014年第3期31-38,共8页Management Review

基　　金：国家自然科学基金项目(71272234)

摘　　要：网上交易信誉激励机制是当前电子商务领域研究的热点问题,各种信誉评价体系作为交易激励手段已广泛出现在网购平台上,交易保证金是近几年出现在我国网购交易平台上的激励措施,本文将在前人网上交易激励机制研究的基础上,借鉴其他经济领域保证金的设计,研究动态交易保证金在网购交易平台中的设计和实现,探讨动态交易保证金对网购交易风险的覆盖和经营成本的平衡问题,并运用博弈论证明动态交易保证金对网购交易能起到有效的促进作用。Online trading incentive mechanism is a hot issue in the research of the current E-commerce; various credibility evaluation systems have widely appeared on the Internet, as well as trading security deposit in the last few years. With reference of former research on online trading incentive mechanism and the design of trading security deposit in other economic field, this paper is trying to explore the design of dynamic trading security deposit, probe into the problem of balancing of the risk coverage and operating costs, and use the game theory to prove the effectiveness of the dynamic trading security deposit in online trading.

关 键 词：信誉激励机制 动态保证金 网络交易 诚信 欺诈 

分 类 号：F724.6[经济管理—产业经济] F832.4F224