基于博弈论的电子商务团购信任问题研究被引量：28

Research on Trust of Group-buying in E-commerce Based on Game-theory

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摘要尽管互联网络是一种商家向消费者提供商品和服务的革命性的工具和途径,但市场研究表明,消费者对此的认可程度却是有限的,究其根源就是一个信任问题,信任问题也是电子商务发展的主要障碍。文章首先对电子商务中信任问题研究进行了简单回顾,然后建立了基于博弈论的团购信任分析模型,通过分析发现,团购模式可以抵制电子商务中失信行为的产生,促进电子商务诚信交易环境的建立。 Although the internet is revolutionizing the way companies provide their products and services to their customers, marketing studies that investigate consumer acceptance of this technology are limited. The key is trust, which is significant barrier for realizing the potentials of e- commerce. This paper, firstly, reviews briefly research on trust in e- commerce. Then, A trust model of group-buying based on game theory is constructed, and some analyses are followed. By analyzing model, we know： group-buying can avoid breaking faith and promote trust trade environment in e -commerce.

作者姚磊李英王凤杰

机构地区华东理工大学商学院

出处《华东经济管理》 CSSCI 2010年第3期117-119,共3页 East China Economic Management

基金国家自然科学基金项目(70871039)

关键词电子商务博弈论信任团购 e-commerce game-theory trust group-buying

分类号 F713.26 [经济管理—产业经济]

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