【摘要】：跨境電子商務(wù)作為電子商務(wù)的重要組成部分近年來一直在爆發(fā)式增長,交易規(guī)模不斷擴大、交易模式不斷創(chuàng)新。然而在跨境電子商務(wù)高速發(fā)展的同時,跨境電子商務(wù)信任危機的廣泛存在,對跨境電子商務(wù)市場的發(fā)展產(chǎn)生了巨大的危害。成為跨境電子商務(wù)高速發(fā)展的瓶頸。因此,要想促進跨境電子商務(wù)的發(fā)展,探討信任問題存在的根源,探索出有效的交易信任體系有重要的意義�？缇畴娮由虅�(wù)理論和實踐的不斷創(chuàng)新導(dǎo)致了跨境電子商務(wù)信任機制的產(chǎn)生,這種機制保障了不同國家或地區(qū)相關(guān)利益主體間在互聯(lián)網(wǎng)交易中的利益和信息安全。它與傳統(tǒng)實體市場有著很大的不同,這使影響在線交易的因素變得更加多元化。本文通過分析跨境電子商務(wù)市場商務(wù)活動特點,以及在線交易行為特點的基礎(chǔ)上,簡化并概括出了跨境電子商務(wù)的四個重要參與者。這是研究跨境電子商務(wù)信任機制的基礎(chǔ)。文章以經(jīng)濟學的視角,對跨境電子商務(wù)交易雙方之間信任形成的作用機理進行了探討,其基本內(nèi)容是分析跨境電子商務(wù)交易中,買賣雙方等主體間的相互作用和影響及其由此而形成虛擬市場信任的機理。本文在第五章求解了四種博弈:買賣方的博弈、只有第三方信任中介的博弈、只有政府參與的博弈、有第三方信任中介和政府參與的博弈。通過對四種信任機制的分析,本文認為政府和第三方中介的參與可以有效提高跨境電子商務(wù)市場交易者的信任關(guān)系。政府應(yīng)該加強立法工作以適應(yīng)跨境電子商務(wù)市場的快速發(fā)展,政府間的相互配合、政府與第三方信任機制的相互配合可以有效提高市場效率。
[Abstract]:As an important part of electronic commerce, cross-border electronic commerce has been exploding in recent years, the scale of transactions has been expanding, and the trading model is constantly innovating. However, with the rapid development of cross-border e-commerce, the widespread crisis of trust in cross-border e-commerce has caused great harm to the development of cross-border e-commerce market. It has become the bottleneck of high-speed development of cross-border electronic commerce. Therefore, in order to promote the development of cross-border electronic commerce, it is of great significance to explore the root causes of trust problems and to explore an effective transaction trust system. The continuous innovation of cross-border electronic commerce theory and practice leads to the emergence of cross-border electronic commerce trust mechanism, which ensures the interests and information security among relevant stakeholders in different countries or regions in Internet transactions. It is very different from the traditional physical market, which makes the factors affecting online trading more diversified. Based on the analysis of the characteristics of business activities in cross-border e-commerce market and the characteristics of online transactions, this paper simplifies and generalizes four important participants in cross-border e-commerce. This is the basis of studying the trust mechanism of cross-border e-commerce. From the perspective of economics, this paper probes into the mechanism of the formation of trust between the two parties in cross-border e-commerce transactions, and its basic content is to analyze the formation of trust in cross-border e-commerce transactions. The interaction and influence between buyer and seller and the mechanism of virtual market trust. In the fifth chapter, we solve four kinds of games: the game of the buyer and seller, the game of the trust intermediary of the third party, the game of the government only, the game of the third party trust intermediary and the game of the government participation. Through the analysis of four trust mechanisms, this paper argues that the participation of government and third party intermediaries can effectively improve the trust relationship of cross-border e-commerce market traders. The government should strengthen the legislative work to adapt to the rapid development of cross-border e-commerce market. The mutual cooperation between governments and third party trust mechanism can effectively improve the efficiency of the market.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F125

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