跨境电子商务信任机制研究

发布时间：2018-12-16 16:21

【摘要】：跨境电子商务作为电子商务的重要组成部分近年来一直在爆发式增长,交易规模不断扩大、交易模式不断创新。然而在跨境电子商务高速发展的同时,跨境电子商务信任危机的广泛存在,对跨境电子商务市场的发展产生了巨大的危害。成为跨境电子商务高速发展的瓶颈。因此,要想促进跨境电子商务的发展,探讨信任问题存在的根源,探索出有效的交易信任体系有重要的意义。跨境电子商务理论和实践的不断创新导致了跨境电子商务信任机制的产生,这种机制保障了不同国家或地区相关利益主体间在互联网交易中的利益和信息安全。它与传统实体市场有着很大的不同,这使影响在线交易的因素变得更加多元化。本文通过分析跨境电子商务市场商务活动特点,以及在线交易行为特点的基础上,简化并概括出了跨境电子商务的四个重要参与者。这是研究跨境电子商务信任机制的基础。文章以经济学的视角,对跨境电子商务交易双方之间信任形成的作用机理进行了探讨,其基本内容是分析跨境电子商务交易中,买卖双方等主体间的相互作用和影响及其由此而形成虚拟市场信任的机理。本文在第五章求解了四种博弈:买卖方的博弈、只有第三方信任中介的博弈、只有政府参与的博弈、有第三方信任中介和政府参与的博弈。通过对四种信任机制的分析,本文认为政府和第三方中介的参与可以有效提高跨境电子商务市场交易者的信任关系。政府应该加强立法工作以适应跨境电子商务市场的快速发展,政府间的相互配合、政府与第三方信任机制的相互配合可以有效提高市场效率。
[Abstract]:As an important part of electronic commerce, cross-border electronic commerce has been exploding in recent years, the scale of transactions has been expanding, and the trading model is constantly innovating. However, with the rapid development of cross-border e-commerce, the widespread crisis of trust in cross-border e-commerce has caused great harm to the development of cross-border e-commerce market. It has become the bottleneck of high-speed development of cross-border electronic commerce. Therefore, in order to promote the development of cross-border electronic commerce, it is of great significance to explore the root causes of trust problems and to explore an effective transaction trust system. The continuous innovation of cross-border electronic commerce theory and practice leads to the emergence of cross-border electronic commerce trust mechanism, which ensures the interests and information security among relevant stakeholders in different countries or regions in Internet transactions. It is very different from the traditional physical market, which makes the factors affecting online trading more diversified. Based on the analysis of the characteristics of business activities in cross-border e-commerce market and the characteristics of online transactions, this paper simplifies and generalizes four important participants in cross-border e-commerce. This is the basis of studying the trust mechanism of cross-border e-commerce. From the perspective of economics, this paper probes into the mechanism of the formation of trust between the two parties in cross-border e-commerce transactions, and its basic content is to analyze the formation of trust in cross-border e-commerce transactions. The interaction and influence between buyer and seller and the mechanism of virtual market trust. In the fifth chapter, we solve four kinds of games: the game of the buyer and seller, the game of the trust intermediary of the third party, the game of the government only, the game of the third party trust intermediary and the game of the government participation. Through the analysis of four trust mechanisms, this paper argues that the participation of government and third party intermediaries can effectively improve the trust relationship of cross-border e-commerce market traders. The government should strengthen the legislative work to adapt to the rapid development of cross-border e-commerce market. The mutual cooperation between governments and third party trust mechanism can effectively improve the efficiency of the market.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F125

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