共享经济双边市场的信任机制博弈分析
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摘要
本文基于共享经济点对点的经济特征,以双边市场为切入点,对共享经济商业模式中的供给方和消费者之间的信任交易行为进行了有限次博弈和无限次重复博弈分析,在此基础上,引入平台这个中介因素,阐述了平台的介入对于双边市场信任机制形成的影响。结果显示:在有限次博弈中,供给方和消费者都会选择"失信"的帕累托低效均衡解;在无限次重复博弈中,由于存在冷酷策略,供给方和消费者都会选择"守信"的帕累托最优均衡解;而平台的介入,对于双边市场中的供给方和消费者具有非常显著的约束力,通过奖惩机制改变了供给方和消费者单独博弈时的利益均衡点,推动形成共享经济信任机制。
Based on the point to point economic characteristics of the sharing economy,taking the bilateral market as the starting point,this paper analyzes the trust trading behavior between supply-side and consumer in the sharing economic business model by means of limited times game and infinite repeated game analysis. On this basis,the intermediary factor of the platform is introduced and the influence of platform intervention on the formation of bilateral market trust mechanism is expounded. The results show that in the finite game,the supply-side and the consumers will choose the Pareto inefficient equilibrium solution. In infinitely repeated games,because of the grim strategy,suppliers and consumers will choose "trustworthy" Pareto optimal equilibrium solution; the intervention of the platform has a very significant binding force on the suppliers and consumers in the bilateral market.Through the reward and punishment mechanism,the interest balance point between the supplier and the consumer in the game alone is changing,and a trust mechanism of the sharing economy platform is formed.
Based on the point to point economic characteristics of the sharing economy,taking the bilateral market as the starting point,this paper analyzes the trust trading behavior between supply-side and consumer in the sharing economic business model by means of limited times game and infinite repeated game analysis. On this basis,the intermediary factor of the platform is introduced and the influence of platform intervention on the formation of bilateral market trust mechanism is expounded. The results show that in the finite game,the supply-side and the consumers will choose the Pareto inefficient equilibrium solution. In infinitely repeated games,because of the grim strategy,suppliers and consumers will choose "trustworthy" Pareto optimal equilibrium solution; the intervention of the platform has a very significant binding force on the suppliers and consumers in the bilateral market.Through the reward and punishment mechanism,the interest balance point between the supplier and the consumer in the game alone is changing,and a trust mechanism of the sharing economy platform is formed.
引文
[1]郑云坚,梁晗,朱春玲.共享经济的价值创造新范式探究——基于价值网络视角[J].现代管理科学,2017,(8):103~105.
[2]分享经济研究中心.中国共享经济发展年度报告[R].北京:国家信息中心,2018.
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[7]陈明亮,汪贵浦,邓生宇,等.初始网络信任和持续网络信任形成与作用机制比较[J].科研管理,2008,29(5):187~195.
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[11]张鹤达,云鹤.基于进化博弈的共享经济信任研究[J].企业经济,2017,(11):102~106.
[12]谢雪梅,石娇娇.共享经济下消费者信任形成机制的实证研究[J].技术经济,2016,10(35):122~127.
[13]李煜华,柳朝,胡瑶瑛.基于博弈论的复杂产品系统技术创新联盟信任机制分析[J].科技进步与对策,2011,7(28):5~8.
[14]张磊,朱先奇,史彦虎.科技型中小企业信任协调机制博弈分析[J].企业经济,2017,8(9):61~67.
[15]周映伶,吴华安.关于互联网信用交易机制的现状与问题研究[J].电子政务,2016,7(12):94~100.
[16]王志远.博弈结构重建与社会信用的形成[J].征信,2012,(4):7~11.
[2]分享经济研究中心.中国共享经济发展年度报告[R].北京:国家信息中心,2018.
[3]刘蕾,鄢章华.共享经济——从“去中介化”到“再中介化”的被动创新[J].科技进步与对策,2017,34(7):15~20.
[4] Felson M,Spaeth J L. Community Structure and Col-laborative Consumption[J]. American Behavioral Scientist, 1978, 21(4):614~624.
[5]王一粟,陈宏民.基于双边市场理论的分享经济平台研究[J].管理现代化,2017,2(15):48~50.
[6] Rochet J,Tirole J. Platform Competition in Two-sided Markets[J]. Journal of the European Economic Association,2003,1(4):990~1029.
[7]陈明亮,汪贵浦,邓生宇,等.初始网络信任和持续网络信任形成与作用机制比较[J].科研管理,2008,29(5):187~195.
[8]赵晓航,李建新.当代青年的互联网使用与社会信任——基于CGSS2013数据的实证研究[J].青年研究,2017,(1):19~27.
[9]毛万磊,朱春奎.电子治理改善政府信任的途径与策略[J].行政论坛,2017,(6):24~29.
[10]万君,李静,赵宏霞.基于信任转移视角的移动购物用户接受行为实证研究[J].软科学,2015,29(2):121~125.
[11]张鹤达,云鹤.基于进化博弈的共享经济信任研究[J].企业经济,2017,(11):102~106.
[12]谢雪梅,石娇娇.共享经济下消费者信任形成机制的实证研究[J].技术经济,2016,10(35):122~127.
[13]李煜华,柳朝,胡瑶瑛.基于博弈论的复杂产品系统技术创新联盟信任机制分析[J].科技进步与对策,2011,7(28):5~8.
[14]张磊,朱先奇,史彦虎.科技型中小企业信任协调机制博弈分析[J].企业经济,2017,8(9):61~67.
[15]周映伶,吴华安.关于互联网信用交易机制的现状与问题研究[J].电子政务,2016,7(12):94~100.
[16]王志远.博弈结构重建与社会信用的形成[J].征信,2012,(4):7~11.