基于博弈分析和信用中介的中小电子商务企业信用机制建立
摘要
人类已进入信息社会,而电子商务是信息社会的核心内容和重要基础之一,直接影响着社会、政治、经济、文化等各个领域信息化的发展。电子商务并未带来预期的利润,主要原因之一是电子商务相关利益主体之间不能完全相信对方的信用,影响了在线交易的规模和效益,阻碍了电子商务的进一步发展。
电子商务信用是电子商务理论和实践不断创新的产物,电子商务信用有着特定的基本范畴。本文通过对电子商务信用及其相关范畴内涵、形成机制等内容的研究,认为电子商务是相关利益主体间通过网络和电子通讯技术所进行价值或信息的交换,电子商务信用是在虚拟市场中或电子商务活动中各交易主体遵守虚拟市场合约(隐性的或显性)的程度。
虚拟市场的基本特征决定电子商务活动有不同于传统实体市场的特征,在线消费行为不同于传统的消费行为,这使影响在线消费的因素变得更加复杂。本文在分析虚拟市场商务活动特点和在线消费行为特点的基础上,构建了在线消费影响因素模型。这是研究中小电子商务企业信用建立机制的基础。
文章在分析了中小电子商务企业的定位和存在的必要性的基础上,研究了中小电子商务企业的业务特点和建立信用机制的必要性。从对中小电子商务企业中信用形成的机理进行分析入手,本文重点从经济学角度,主要运用博弈论对中小电子商务企业信用形成的外在作用机理进行探讨,其基本内容是分析中小电子商务企业交易中处于不同交易部位的交易者和管理者等主体间作用和影响及其由此而形成虚拟市场信用的机理。其中求解了三种博弈:买卖方的博弈、卖方间的博弈、交易者和管理者的博弈,讨论了中小电子商务企业信用建立的条件,为各博弈方最优决策提供理论指导。
电子商务的实践表明,许多中小电子商务企业是通过信用中介来建立自己的信用,提高销售。本文在阐述信用图章内涵的基础上,分析了其功能、类型和特点,研究了信用图章经济功能的作用机理,提出了信用图章经济功能假说,分析信用图章对电子商务企业提高销售的作用机理。
在理论上探讨了中小电子商务企业信用建立的机制基础上,本文最后运用典型的调查研究、文献研究和经济实验等方法,把握中小电子商务企业信用的现状,实证前文的部分概念、机理与方法。
With human beings' entrance into information society, E-business has gradually become an essential part in economic activities. However, due to the lake of belief on mutual credit among stakeholders in E-commercial affairs, E-business did not bring about the expected profit, which consequently affected the scale and benefit of network trade and hindered the further development of E-business. Hence, for the sake of promoting the development of E-business, it is indispensable to explore effects of credit mechanism in E-commercial affairs, virtual market and so on.
As the product of E-commercial theories and practice, E-business has its own specific basic scope. Through the detailed discussion on the specific basic scope of E-business and the establishment of its credit mechanism in virtual market, this research promotes the idea that E-business is the exchange of value and information between stakeholders in E-business through internet, while E-commercial credit is the degree of stakeholders’obeying contract in E-commercial affairs or virtual market.
The basic feature of virtual market differs E-commercial affairs from those in traditional physical market and distinguishes network consumption behaviors from traditional ones. Therefore, based on the analysis of E-commercial affairs in virtual market and network consumption, this research constructs the factor model affecting network consumption, which is the foundation for the establishment of E-commercial credit mechanism. Meanwhile, on the basis of studies on the necessity of the location and existence of E-business, the business features of e-commercial enterprises and the complexity of establishment of its credit mechanism were also discussed in this research. It is proved that credit mechanism and virtual market play very important role in E-commercial activities.
With this in mind, this research, from the point of game theory, was conducted to analyze the complexity of credit mechanism among stakeholders in E-commercial affairs and its relations to virtual market, credit intermediaries and network consumption. On virtue of the effects of the credit mechanism in E-business, game theory was employed in this research and more emphasis was put on analyzing trader and manger's effects and influence in E-commercial trade and the consequently formed credit mechanism in virtual market. In E-business and virtual market, three kinds of game forms: buyer-seller game, seller-seller game and trader-manager game were employed in studying the credit mechanism among stakeholders. Most important of all, the analysis of game theory in E-business provides the most effective instruction for decision makers in E-business.
In addition, studies on E-business indicate that many E-commercial enterprises, in order to promote their sale, establish their credit through E-commercial intermediaries. Thus, on virtue of the significance of credit stamp in economic activities, the function, type and feature of credit stamp were discussed and the hypothesis of economic function of credit stamp was proposed in this research.
At last, apart from the analysis of the establishment of E-commercial credit mechanism, in this research, typical investigations, reference research, and economic experiment were applied to investigate the present situations of E-commercial enterprises. Therefore, most important of all, it is expected that this research can bring about far-reaching significance for the later study on E-business both theoretically and practically.
电子商务信用是电子商务理论和实践不断创新的产物,电子商务信用有着特定的基本范畴。本文通过对电子商务信用及其相关范畴内涵、形成机制等内容的研究,认为电子商务是相关利益主体间通过网络和电子通讯技术所进行价值或信息的交换,电子商务信用是在虚拟市场中或电子商务活动中各交易主体遵守虚拟市场合约(隐性的或显性)的程度。
虚拟市场的基本特征决定电子商务活动有不同于传统实体市场的特征,在线消费行为不同于传统的消费行为,这使影响在线消费的因素变得更加复杂。本文在分析虚拟市场商务活动特点和在线消费行为特点的基础上,构建了在线消费影响因素模型。这是研究中小电子商务企业信用建立机制的基础。
文章在分析了中小电子商务企业的定位和存在的必要性的基础上,研究了中小电子商务企业的业务特点和建立信用机制的必要性。从对中小电子商务企业中信用形成的机理进行分析入手,本文重点从经济学角度,主要运用博弈论对中小电子商务企业信用形成的外在作用机理进行探讨,其基本内容是分析中小电子商务企业交易中处于不同交易部位的交易者和管理者等主体间作用和影响及其由此而形成虚拟市场信用的机理。其中求解了三种博弈:买卖方的博弈、卖方间的博弈、交易者和管理者的博弈,讨论了中小电子商务企业信用建立的条件,为各博弈方最优决策提供理论指导。
电子商务的实践表明,许多中小电子商务企业是通过信用中介来建立自己的信用,提高销售。本文在阐述信用图章内涵的基础上,分析了其功能、类型和特点,研究了信用图章经济功能的作用机理,提出了信用图章经济功能假说,分析信用图章对电子商务企业提高销售的作用机理。
在理论上探讨了中小电子商务企业信用建立的机制基础上,本文最后运用典型的调查研究、文献研究和经济实验等方法,把握中小电子商务企业信用的现状,实证前文的部分概念、机理与方法。
With human beings' entrance into information society, E-business has gradually become an essential part in economic activities. However, due to the lake of belief on mutual credit among stakeholders in E-commercial affairs, E-business did not bring about the expected profit, which consequently affected the scale and benefit of network trade and hindered the further development of E-business. Hence, for the sake of promoting the development of E-business, it is indispensable to explore effects of credit mechanism in E-commercial affairs, virtual market and so on.
As the product of E-commercial theories and practice, E-business has its own specific basic scope. Through the detailed discussion on the specific basic scope of E-business and the establishment of its credit mechanism in virtual market, this research promotes the idea that E-business is the exchange of value and information between stakeholders in E-business through internet, while E-commercial credit is the degree of stakeholders’obeying contract in E-commercial affairs or virtual market.
The basic feature of virtual market differs E-commercial affairs from those in traditional physical market and distinguishes network consumption behaviors from traditional ones. Therefore, based on the analysis of E-commercial affairs in virtual market and network consumption, this research constructs the factor model affecting network consumption, which is the foundation for the establishment of E-commercial credit mechanism. Meanwhile, on the basis of studies on the necessity of the location and existence of E-business, the business features of e-commercial enterprises and the complexity of establishment of its credit mechanism were also discussed in this research. It is proved that credit mechanism and virtual market play very important role in E-commercial activities.
With this in mind, this research, from the point of game theory, was conducted to analyze the complexity of credit mechanism among stakeholders in E-commercial affairs and its relations to virtual market, credit intermediaries and network consumption. On virtue of the effects of the credit mechanism in E-business, game theory was employed in this research and more emphasis was put on analyzing trader and manger's effects and influence in E-commercial trade and the consequently formed credit mechanism in virtual market. In E-business and virtual market, three kinds of game forms: buyer-seller game, seller-seller game and trader-manager game were employed in studying the credit mechanism among stakeholders. Most important of all, the analysis of game theory in E-business provides the most effective instruction for decision makers in E-business.
In addition, studies on E-business indicate that many E-commercial enterprises, in order to promote their sale, establish their credit through E-commercial intermediaries. Thus, on virtue of the significance of credit stamp in economic activities, the function, type and feature of credit stamp were discussed and the hypothesis of economic function of credit stamp was proposed in this research.
At last, apart from the analysis of the establishment of E-commercial credit mechanism, in this research, typical investigations, reference research, and economic experiment were applied to investigate the present situations of E-commercial enterprises. Therefore, most important of all, it is expected that this research can bring about far-reaching significance for the later study on E-business both theoretically and practically.
引文
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