| 网络市场中信任激励策略的作用机制研究 |
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| 引用本文： | 刘慧敏,谢方园,王刊良. 网络市场中信任激励策略的作用机制研究[J]. 华东经济管理, 2010, 24(1): 115-118. DOI: 10.3969/j.issn.1007-5097.2010.01.028 |
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| 作者姓名： | 刘慧敏 谢方园 王刊良 |
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| 作者单位： | 西安交通大学,管理学院,陕西,西安,710049 |
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| 基金项目： | 国家自然科学基金重大资助项目(70890081) |
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| 摘 要： | 网络市场中日益频繁的欺诈行为已经成为制约电子商务发展的主要障碍之一。文章把目前市场采用的诚信激励措施总结为信誉机制和担保机制两类。并分别通过建立模型分析了它们的作用机制及局限性。研究发现，交易方在信誉机制作用下存在保持诚信激励的临界点，即信誉机制对交易方的诚信行为具有弱激励作用；担保机制在参数设计满足一定条件下可以提供稳定的信任激励作用。最后对这两种策略的异同点进行了比较分析，并针对存在的问题指出今后的研究方向。
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| 关 键 词： | 信誉机制 担保机制 信任激励 演化博弈 |
The Functioning Mechanism Research on Trust Incentive Strategies in E-Market |
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| LIU Hui-min,XIE Fang-yuan,WANG Kan-liang. The Functioning Mechanism Research on Trust Incentive Strategies in E-Market[J]. East China Economic Management, 2010, 24(1): 115-118. DOI: 10.3969/j.issn.1007-5097.2010.01.028 |
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| Authors: | LIU Hui-min XIE Fang-yuan WANG Kan-liang |
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| Affiliation: | School of Management;Xi'an Jiaotong University;Xi'an 710049;China |
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| Abstract: | A growing number of frauds happening in E-market have hindered severely the development of E-Commerce.In the paper,the trust incentive strategies applied in online auction sites are classified into two types: reputation mechanism and insurance mechanism.Their functioning mechanism and limits in the online auction context are discussed by building economic models respectively.The results show that the reputation mechanism has weak incentive to the honest behavior of traders,and insurance mechanism can provid... |
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| Keywords: | reputation mechanism insurance mechanism trust incentive evolutionary game |
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