c2c网上交易中的柠檬问题分析word格式论文.docxVIP

ABSTRACTABSTRACTFromthemiddleperiodof1990s,withtheinformationtechnology andthenetwork communicationtechnologydevelopment,onekindofbrand-newcommercialtrade patternC2Con-linetransactionemergesintheglobalscope.Indomestic,thecredit systemconstructionandthecorrespondingelectroniccommercelawsandregulations arenotwellbuilt,therefore,therearemanyrisksexistingintheC2Con-linetransaction, it is necessaryto investigatetheserisk factors.According to CNNIC survey,theyoungpeoplewho often surfs the Netoftengoshopping onthenet.InordertoconcludetheC2Con-lineshoppingsensationriskfactors,the youngpeoplewhofrequentlyaccessedtheinternetareinvestigatedinthearticle.Inthe investigationprocess,conversationandquestionnaireareused,thenthefactoranalysis methodinSPSSsoftware areappliedto dealwiththedata,finallyI convergedthemany kindsofriskfactorsintosixmainfactors:Thirdpartyserviceefficiencyrisk;Product safeguardaspectrisk;Transactionmacroscopicenvironmentrisk;Transaction microscopic environmentrisk;Sellers prestige risk;Buyer transaction efficiencyrisk.Thisarticlemainlyresearchedtheriskfactorswhichcausedbytheinformation assymmetybetweenthebuyersandthesellers.Then,thethelemonproblemtheoryis appliedandthestaticanddynamicgamemethodsareusedtoanalysisthebuyers’and thesellers’behaviorintheC2Con-linetransaction.Throughanalyzing,proposethe followingviews:inoncetransaction,iftherestraintmechanismisnotexist,thesellerin ordertomakehisownbenefitmaximization,favorstousesthecheatstrategy;soitis necessarytointroducethemechanismofcomplaining,punishingetc.Butintherepeating transaction,sellerfavorsthesacrificeshort-term benefitstoobtainthegoodprestigeand morelong-term benefits.Onthebasisoftheaboveresearch,thistextrecommendscomplaint,punishmentmechanism andreputationmechanismcarriedonbythenetworkagency.So,westudythepositiverolethe networkagencyplayedintheC2Conlinetransaction,makeaconcreteanalysisofdomesticand internationaloutstandingC2Cwebsites,proposethatthenetworkagencyisaneffectivemethodtosolve lemon problem