摘要
第三方支付平台的出现解决了网上交易中支付安全的问题,使得网上交易飞速发展。但是在网上交易中信用问题频发,买方卖方纠纷不断出现,信誉评价体系不够完善是重要的原因之一。文章首先梳理了信誉评价的相关研究和理论基础,然后以实际交易流程为基础,建立买卖双方的不对称信息动态博弈模型,并利用逆向递推法求解模型得出结论,最后给出提高信誉评价作用的策略。
The emergence of the third party payment platform has solved the problem of payment security in online transactions, so online trading has developed rapidly. But more and more credit problems occur in online transactions and disputes arise between the buyer and the seller. The imperfect of reputation evaluation system is one of the important reasons. Firstly, this paper reviews the rele-vant research and theoretical basis of reputation evaluation, and then establishes a dynamic game model of asymmetric information between buyers and sellers based on the actual transaction process, and solves the model by using the backward recursive method. Finally, the paper gives the strategy to improve the reputation evaluation.
出处
《现代市场营销》
2017年第2期57-63,共7页
Modern Marketing
