商业诚信:从经济理性与预期效益角度考察

Business Credibility:Economic Rationality and Expected Performance

随着经济改革的深入 ,社会信用秩序混乱的状况日益引起人们的关注 ,诚信的缺失已成为一个严重的社会问题 ,它严重的影响着社会稀缺性资源合理配置的效率 ,使得社会交易成本不断提高。本文认为 ,在理性人假设和信息不对称条件下 ,个体的诚信缺失是在既定偏好、既定制度约束下的个人理性选择的结果。文章运用预期效用理论在理性人假设的条件下对失信行为进行收益 -成本分析 ,并依此提出了提高失信成本从而抑制失信行为的具体思路。

With the development of economic reform, it is well concerned that discredit order of the society has become one of serious social problems which disorder the allocation of society's scarce resources. As a result, it enhances the transaction cost of society. The author's view is that under the assumption of rational person and informational asymmetry, personal discredit is the result of personal choice according to their own taste and the existed institution. Through the analysis on the cost and revenue under above assumptions, the author brings forward some measures and ideas to deal with the discredit.