本文關(guān)鍵詞：線上商品交易的信號(hào)傳遞失靈問(wèn)題研究　出處：《蘭州財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 信號(hào)傳遞失靈 信息甄別 博弈論 第三方平臺(tái)

【摘要】：隨著互聯(lián)網(wǎng)的深入發(fā)展以及移動(dòng)網(wǎng)絡(luò)設(shè)備的不斷普及,互聯(lián)網(wǎng)已經(jīng)成為人們經(jīng)濟(jì)生活不可缺少的一部分。依托于互聯(lián)網(wǎng)的線上商品交易規(guī)模也在不斷擴(kuò)大,在線上商品交易環(huán)境下,基于不同的角度,信號(hào)傳遞具有多方面的特征:基于互聯(lián)網(wǎng)絡(luò)的特性來(lái)說(shuō),線上商品信號(hào)傳遞效率提高但是信號(hào)示意難度增加、信號(hào)傳遞存在安全隱患、信號(hào)的受眾增多、信號(hào)傳遞的效率提高等特征。從第三方平臺(tái)的角度來(lái)說(shuō),線上商品交易信號(hào)傳遞具有為交易雙方提供了一個(gè)交流平臺(tái)、增強(qiáng)了交易雙方的信任感、降低了消費(fèi)者信號(hào)甄別困難等特征�；诮灰字黧w而言,線上商品信號(hào)傳遞具有信號(hào)傳遞的主體不穩(wěn)定、主體具有多樣性等特點(diǎn)。一般來(lái)說(shuō)在線上商品交易中信號(hào)傳遞失靈的表現(xiàn)為:一是交易參與人隱藏私人信息的道德風(fēng)險(xiǎn)增加。二是線上檸檬品泛濫。那么信號(hào)傳遞失靈的原因是什么呢?結(jié)合線上商品交易的特點(diǎn),大致分為外在原因和內(nèi)在誘因兩個(gè)方面。主要的外在原因大致有:線上信號(hào)的不確定性和易復(fù)制性;互聯(lián)網(wǎng)的虛擬性;法律監(jiān)管的不完善等。內(nèi)在誘因主要是不良商家由于存在一次性博弈的不良動(dòng)機(jī),所以會(huì)故意發(fā)送虛假信號(hào)進(jìn)行偽裝;其次是信號(hào)發(fā)送一開(kāi)始存在混合均衡的條件,這樣不同類(lèi)型的賣(mài)家就沒(méi)有動(dòng)力去發(fā)送不同的信號(hào),而都會(huì)選擇同一種信號(hào)類(lèi)型。針對(duì)上述原因分析,結(jié)合線上商品交易環(huán)境的特點(diǎn),在對(duì)策建議結(jié)合線上商品交易的特點(diǎn)重點(diǎn)分析第三方平臺(tái)的賣(mài)家分離策略,因?yàn)榈谌狡脚_(tái)不管是相對(duì)于消費(fèi)者還是相對(duì)于賣(mài)家都屬于信息優(yōu)勢(shì)方,所以對(duì)其進(jìn)行重點(diǎn)探討。然后結(jié)合淘寶網(wǎng)又一開(kāi)始的淘寶店鋪到天貓商城到淘品牌的賣(mài)家分離路徑進(jìn)行實(shí)例說(shuō)明,最后又針對(duì)政府、賣(mài)家、消費(fèi)者提出不同的對(duì)策建議。最后是本文的研究結(jié)果和展望。
[Abstract]:With the deep development of the Internet and the continuous popularization of mobile network equipment, the Internet has become an indispensable part of the people's economic life. Relying on the Internet for online commodity trading scale is constantly expanding, online commodity trading environment, based on different point of view, the signal transmission has many characteristics: Based on the characteristics of the Internet, online merchandise signal transmission efficiency is increased, but difficult to signal the signal transmission signal, the existence of security risks, increasing the audience signal transmission efficiency and other characteristics. From the perspective of the third party platform, online commodity trading signal transmission provides a platform for both sides to trade, enhance trust between the two sides of the transaction, and reduce the difficulty of consumers' signal discrimination. Based on the subject of the transaction, the signal transmission on the line has the characteristics of the unstable subject of the signal transmission and the diversity of the subject. Generally speaking, the failure of the signal transmission in the online commodity transaction is: the first is the increase of the moral risk of the participants' hiding private information. The two is the online lemonade. So what is the reason for the failure of the signal transmission? In combination with the characteristics of the online commodity trading, it is roughly divided into two aspects: the external cause and the internal cause. The main external reasons are: the uncertainty and reproducible of the online signal; the virtual nature of the Internet; the imperfect supervision of the law and so on. The intrinsic reason is mainly due to bad business bad motives to one-off game, it will deliberately send false signals to send a signal camouflage; followed by the existence of mixed equilibrium conditions, so different types of sellers have no incentive to send different signals, and will choose the same signal type. According to the above analysis, combining the characteristics of online commodity trading environment, combining with the key characteristics of online commodity trading platform for the analysis of the third party seller separation strategy in the third party platform strategy, because whether it is relative to the consumers and sellers belonging to the advantages of information relative to the party, so their focus on. Then, combined with the example of Taobao's Taobao store to Tmall mall and the seller's separation path, we finally put forward different suggestions for the government, sellers and consumers. Finally, it is the result and Prospect of this paper.
【學(xué)位授予單位】：蘭州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6

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本文編號(hào)：1346620