摘要
进入21世纪以来,随着Internet技术突飞猛进的发展,电子商务的网络平台也随之发生了巨大变化,特别是随着网络成本的大幅度降低,网络基础设施建设不断加快,电子商务的发展速度得到了大幅度的提升。然而,在电子商务经济快速发展的同时,电子商务信用风险的广泛存在给电子商务的健康发展造成巨大危害,已逐渐成为制约我国电子商务发展的最大瓶颈。因此,如何探索出有效的电子商务信用监管体系,在保持诚信、公正、和谐的网络环境的同时,又能保护仍处于起步阶段的电子商务,成为考验政府、学术界智慧的新课题,构建电子商务环境下的信用机制迫在眉睫。
本文的研究对象是电子商务环境下的信息机制。在以博弈论、信息不对称等相关理论的基础上,本文对电子商务市场经济特征与交易信用行为进行了深入剖析,充分衔接已有的“微观”、“宏观”研究基础,在“中观”层面上构建电子商务环境下的信用机制模型,并进行博弈论分析与实证研究证明。在此基础上,结合相关作用机理及已有研究成果,探讨我国电子商务环境下的信用机制构建策略。
首先,本文提出应当把信用机制作为一种经济制度来看待。信用机制既是经济主体相互之间在长期交往基础上形成的一种相对稳定的行为规则,也是社会系统对人与人之间利益关系的一种制度安排,既包括正式规则,也包括非正式规则。
其次,本文从信用问题的根源出发,利用博弈论方法从解决信息不对称与政府市场规制的角度对电子商务环境下的信用机制相关主体及其关系进行了深入剖析,认为电子商务市场环境下的信用机制中存在两种主要的治理形态：一是自下而上形成的治理形态,称之为“自我规制”；二是自上而下的治理形态,称之为“政府导向”体系。结合电子商务环境下的信用机制整体模型本文提出了四种类型的信用机制。在此基础上,本文一方面运用调查问卷方法,通过构建结构方程式模型对第三方信用中介的作用机理进行了实证研究。实证研究结果显示,除实名认证对网站信任的作用未通过验证外,原先的研究假设均得到了验证：信用反馈机制的有效性对交易主体对电子商务网站的信任有正向影响；第三方支付工具的有效性对交易主体对电子商务网站的信任有正向影响；沟通及互动机制的有效性对交易主体对电子商务网站的信任有正向影响；电子商务网站平台的信任对交易主体的最终购买意向有正向影响。另一方面,本文利用博弈论方法对四种不同的信用机制如何协调电子商务企业和消费者的信用争议问题,进行了规范地分析与推导,从多角度对其运行效率进行了比较。分析结果证实,在政府与第三方信用中介合作的电子商务信用机制下,社会净收益达到最高且达到了可持续的合作均衡。
最后,在分析我国电子商务信用管理现状的基础上,结合前文的研究结论,本文提出应从“四位一体”的制度化路径构建和完善我国的电子商务信用机制。
本文主要在以下几个方面进行了创新性的工作：第一,将信用机制视为一种制度进行构建,从制度根源上把握电子商务信用缺失问题的本质,进行信用机制的系统性研究。第二,对信用理论、信用运行机制及其作用机理的研究向电子商务市场领域进行有益地拓展,扩大并延深了电子商务的研究领域。目前,关于电子商务环境下的信用问题的研究主要集中在“微观”和“宏观”领域。一方面,涉及电子商务信用问题的“微观”研究成果较为分散,不够系统和深入,往往仅涉及电子商务信用的某一方面或某一维度。另一方面,国内外多数研究成果,“微观”、“宏观”研究视角较为分离,缺少相互作用与呼应。第三,结合电子商务信用特征、信用理论、信用模式等已有研究基础,运用模型化方法构建出电子商务环境下信用机制整体模型。一方面要对电子商务交易主体、交易对象、交易过程进行理论抽象,建立业务原型；另一方面要对电子商务信用的各构成要素在电子商务交易过程中的变化进行详细刻画,从而抽象出电子商务交易中的信用机制,从信用构成要素的分析到机制模型的构建以及信用机制的规范分析,都需要较大程度的创新。同时,从自下而上、自上二下两个角度构建博弈论模型,论证信用中介、信用规制的作用机理。尽管已有部分研究分别从两个角度进行了博弈分析,但很少将信用中介与信用规制的相互作用整合进来,这也是本文的研究创新之一。
Since twenty-first Century, Internet technology making tremendous progess,which result in the change of network platform,especially with the depress of the network cost, network infrastructure construction is accelerated ceaselessly, and the electronic commerce development speed has been greatly improved. Meanwhile,the widely existing credit risk make great huge to the health of the development of E-commerce,and has gradually become the constraints of China's e-commerce development bottleneck.Therefore, how to find out an effective electronic commerce credit supervision system, which can not only maintaining the integrity, justice, harmonious network environment, but also can protect the electronic commerce, become a test for the wisdom of government and academia.
The research object of the thesis is commerce credit system under the environment of E-commerce.Based on the game theory, information asymmetry theory et.al,we make great analysis on the economic features and credit behavior of e-commerce,along with the research foundation of "micro"and "macro"literatures,we construt the credit mechanism model under the e-commerce condition, making the analysis using game theory and empirical analysis to prove the model.To sum up,we put forward the strategies of how to construting the credit mechanism.
Firstly, we view the credit mechanism proposed in this paper as an economic system. Credit mechanism is not only a relatively stable rules of conduct which formed on the basis of main body's long-term interaction, but also the social system of a human relationship between the interests of institutional arrangements, consisting of formal rules and informal rules.
Secondly,aimed at resolving the information asymmetry and government regulation,we use the game theory to analyze the corresponding bodies of the credit mechanism under the environment of e-commerce.we put forward two main forms of governance:"bottom-up" and "top-down" form, i.e."self regulation" and "government-driven" system.We propose four types of credit mechanism with a view to the credit mechanism model under the condition of e-commerce. On the one hand,we make an empirical study using the questionnaire method, to construct a constructing a structural equation model of the mechanism of third-party credit agency.The empirical results show that, in addition to real-name authentication on the site the role of trust does not pass validation, the original hypothesis have been validated:the effectiveness of the feedback mechanism of credit transactions subject to the trust in e-commerce sites have a positive impact; third-party payment the effectiveness of the main tools of the transaction trust on e-commerce sites have a positive impact; the effectiveness of communication and interaction mechanisms of the transaction the subject of trust in e-commerce sites have a positive impact; trust in e-commerce website platform final of the main trading have a positive impact on purchase intentions. On the other hand, we use game theory analyze the four different methods of how to coordinate e-commerce credit disputes between the e-commerce business and consumer credit disputes between the problems of the specification and compare their operating efficiency. The results confirmed that social net income reached the highest level and the sustainable cooperation balance under the government co-operation with third-party credit agency credit mechanism of e-commerce.
Finally, based on the analysis of the status of e-commerce credit management and the foregoing findings, we put forward "four in one" institutionalized path to build and improve our e-commerce credit mechanism.
The innovative work of the thesis are as following:first, we view the credit system as a system to form,and grasp the nature of the problem of the lack of credit from the perspective of institution. Second, the thesis expand the research extension of credit theory,credit mechanism to the e-commerce business. Currently, the research of credit under the condition of e-business focused on "micro" and "macro" field. The credit problems related to e-commerce "micro" research results are more scattered, not systematic and in-depth, often involving only one aspect of e-commerce credit or a dimension.Meanwhile,the majority of domestic and international research is more isolated. Third, based on the combining of characteristics of e-business credit, credit theory, credit mode,using the modeling methods, we build the the credit mechanism model under the condition of e-commerce. We analyze the nature of the main body of the e-commerce transactions, trading, transaction process of theoretical abstraction,and establish the business prototype. And we make a deep analysis of the credit of the various elements of e-commerce transaction process. Meanwhile, we form game model to confirm the mechanism of credit agency and credit regulation form the perspective of "bottom-up" and "top-down".
引文
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