网络商务声誉博弈新论

A New Game Theory on the Commercial Credit of Online Commerce

当前网络商务欺诈现象日益增多,使得刚刚兴起的网络经济出现发展性障碍。一般的研究中,较为注重信用制度在网络环境下的变革和建立。本文则以一个全新的视角,借助博弈方法,从网络市场销售商行为和动机入手进行研究,试图为我国网络经济的健康发展提供制度设计的理论依据。

Currently there are increasing instances of fraud in online business, which poses a great barrier to the development of the emerging online economy. In general, research in this field focuses on the reform and establishment of the credit system in the environment of online business. This article attempts to offer a new perspective on the research into the behavior and motive of the online sellers in light of the game theory in order to find the theoretical rationale of the system designing for the healthy growth of China＇ s online economy.