线上商品交易的信号传递失灵问题研究

发布时间：2017-12-28 16:36

本文关键词：线上商品交易的信号传递失灵问题研究　出处：《兰州财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的深入发展以及移动网络设备的不断普及,互联网已经成为人们经济生活不可缺少的一部分。依托于互联网的线上商品交易规模也在不断扩大,在线上商品交易环境下,基于不同的角度,信号传递具有多方面的特征:基于互联网络的特性来说,线上商品信号传递效率提高但是信号示意难度增加、信号传递存在安全隐患、信号的受众增多、信号传递的效率提高等特征。从第三方平台的角度来说,线上商品交易信号传递具有为交易双方提供了一个交流平台、增强了交易双方的信任感、降低了消费者信号甄别困难等特征。基于交易主体而言,线上商品信号传递具有信号传递的主体不稳定、主体具有多样性等特点。一般来说在线上商品交易中信号传递失灵的表现为:一是交易参与人隐藏私人信息的道德风险增加。二是线上柠檬品泛滥。那么信号传递失灵的原因是什么呢?结合线上商品交易的特点,大致分为外在原因和内在诱因两个方面。主要的外在原因大致有:线上信号的不确定性和易复制性;互联网的虚拟性;法律监管的不完善等。内在诱因主要是不良商家由于存在一次性博弈的不良动机,所以会故意发送虚假信号进行伪装;其次是信号发送一开始存在混合均衡的条件,这样不同类型的卖家就没有动力去发送不同的信号,而都会选择同一种信号类型。针对上述原因分析,结合线上商品交易环境的特点,在对策建议结合线上商品交易的特点重点分析第三方平台的卖家分离策略,因为第三方平台不管是相对于消费者还是相对于卖家都属于信息优势方,所以对其进行重点探讨。然后结合淘宝网又一开始的淘宝店铺到天猫商城到淘品牌的卖家分离路径进行实例说明,最后又针对政府、卖家、消费者提出不同的对策建议。最后是本文的研究结果和展望。
[Abstract]:With the deep development of the Internet and the continuous popularization of mobile network equipment, the Internet has become an indispensable part of the people's economic life. Relying on the Internet for online commodity trading scale is constantly expanding, online commodity trading environment, based on different point of view, the signal transmission has many characteristics: Based on the characteristics of the Internet, online merchandise signal transmission efficiency is increased, but difficult to signal the signal transmission signal, the existence of security risks, increasing the audience signal transmission efficiency and other characteristics. From the perspective of the third party platform, online commodity trading signal transmission provides a platform for both sides to trade, enhance trust between the two sides of the transaction, and reduce the difficulty of consumers' signal discrimination. Based on the subject of the transaction, the signal transmission on the line has the characteristics of the unstable subject of the signal transmission and the diversity of the subject. Generally speaking, the failure of the signal transmission in the online commodity transaction is: the first is the increase of the moral risk of the participants' hiding private information. The two is the online lemonade. So what is the reason for the failure of the signal transmission? In combination with the characteristics of the online commodity trading, it is roughly divided into two aspects: the external cause and the internal cause. The main external reasons are: the uncertainty and reproducible of the online signal; the virtual nature of the Internet; the imperfect supervision of the law and so on. The intrinsic reason is mainly due to bad business bad motives to one-off game, it will deliberately send false signals to send a signal camouflage; followed by the existence of mixed equilibrium conditions, so different types of sellers have no incentive to send different signals, and will choose the same signal type. According to the above analysis, combining the characteristics of online commodity trading environment, combining with the key characteristics of online commodity trading platform for the analysis of the third party seller separation strategy in the third party platform strategy, because whether it is relative to the consumers and sellers belonging to the advantages of information relative to the party, so their focus on. Then, combined with the example of Taobao's Taobao store to Tmall mall and the seller's separation path, we finally put forward different suggestions for the government, sellers and consumers. Finally, it is the result and Prospect of this paper.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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