基于个性特征信任的B2B卖方电子订单融资交易决策  

Trading Decision of B2B Seller’s Electronic Order Financing Transaction Based on Personality Characteristics Trust

作　　者：杨琦峰[1] 袁成 宋平[1] YANG Qi-feng;YUAN Cheng;SONG Ping(School of Economics,Wuhan University of Technology,Wuhan 430070,China)

机构地区：[1]武汉理工大学经济学院

出　　处：《北京邮电大学学报（社会科学版）》2019年第6期11-19,共9页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家自然科学基金重点项目(71233006);国家自然科学基金面上项目(71473186)

摘　　要：B2B卖方电子订单融资模式对小微企业融资难、融资贵等问题起到了重要作用,商业银行在提供贷款时通过对供应链成员的个性特征感知到的信任程度也具有一定的研究价值。本文在经典报童模型的基础上,以零售商品牌信用度作为供应链的个性特征影响因素,并通过Stackelberg博弈建立了融资活动参与主体的期望收益模型,分析了品牌信用度对融资主体的交易决策影响。研究结果发现,引入零售商品牌信用度作为个性特征信任感知因素的金融供应链能够达到协调作用,且零售商期望收益和供应商最优产量与品牌信用度呈正相关,银行利率与其呈负相关。最后利用Matlab对结论进行数值验证。B2 B seller’s electronic order financing mode plays an important role in difficulties and high cost of financing in small and micro enterprises. The trust degree perceived by the personality characteristics of the members of the supply chain when commercial banks provide loans is also worth researching. Based on the classical newsboy model,retailer brand credit is taken as the influencing factor of supply chain personality characteristics,the expected return model of financing participants is established through Stackelberg game,and the impact of brand credit on financing participants’ trading decisions is analyzed. The results show that the financial supply chain can achieve coordination by introducing retailer’s brand credit as a perceived factor of personality trust,and retailer’s expected return and supplier’s optimal output are positively correlated with brand credit,while bank interest rate is negatively correlated with it. Finally,the conclusion is validated numerically by using Matlab.

关 键 词：B2B卖方电子订单融资 个性特征信任 品牌信用度 交易决策 

分 类 号：F274[经济管理—企业管理]