基于博弈论视角的C2C微商诚信问题研究  

A Study of C2C Micro Business Integrity Problem from Perspective of Game Theory

作　　者：施阳[1] 

机构地区：[1]山东青年政治学院,山东济南250103

出　　处：《山东青年政治学院学报》2016年第5期114-119,共6页Journal of Shandong Youth University of Political Science

摘　　要：近年来,随着智能手机的普及,微商呈现爆发式的增长态势。笔者在对现有文献进行分析的基础上,根据相关博弈理论,尝试建立C2C微商诚信博弈的收益矩阵,并得出该矩阵存在一纳什均衡。随之笔者归纳总结C2C微商信任危机的成因,并提出从建立C2C微商第三方交易监管平台、多途径地提高C2C微商商户的可信度、完善相关法律法规等三个方面来化解C2C微商的信任危机,实现诚信博弈的纳什均衡,保护消费者的合法权益。In recent years, with the popularity of smart phones, micro business shows explosive growth. On the basis of the analysis of the existing literature, the author tries to establish the receipts matrix of the C2C micro busi- ness which based on the game theory, and draws the conclusion that the matrix has a Nash equilibrium. Then the author summarizes the reasons for the C2C micro business trust crisis, after that, the author proposes three propos- als to resolve the crisis of confidence C2C micro business： establishment of C2C micro business from a third-party transaction monitoring platform, multi-channel enhance the credibility of C2C micro business, relevant laws and regulations .And then, we will achieve equilibrium of the integrity game, and thus we will protect the legitimate in- terests of consumers in C2C micro business.

关 键 词：C2C微商 诚信博弈 收益矩阵 纳什均衡 

分 类 号：F224.32[经济管理—国民经济]