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随着互联网的快速发展,电子商务迎来了崭新的发展机遇。然而,电子商务在快速发展的同时,不得不面对其从诞生的那一刻起就突出的问题,即信用问题。信用成为制约电子商务发展的主要瓶颈。市场经济是一种信用化的商品经济,信用是市场经济的基础和生命线,是资本和资源,甚至可以说是生产力。电子商务作为虚拟市场的一种商业活动,更需要信用的支撑。因此,为促进电子商务的发展,必须提高电子商务中相关交易主体的授信度,优化电子市场的信用环境,加强电子商务信用体系建设。博弈论作为一种重要的分析工具,对具有相互影响的决策和行为选择有较强的解释力,因此,本文主要从电子商务买卖双方的行为角度出发,运用博弈理论,探讨电子商务交易中信用建立的博弈机理问题。
With the rapid development of the Internet, e-commerce ushered in a new opportunity for development. However, the rapid development of e-commerce at the same time, had to face the moment of its birth from the prominent issue, that is, credit issues. Credit has become the main bottleneck restricting the development of e-commerce. Market economy is a credit-oriented commodity economy. Credit is the foundation and lifeline of a market economy. It is capital and resources. It can even be said to be productivity. E-commerce as a virtual market, a commercial activity, but also need credit support. Therefore, in order to promote the development of e-commerce, it is necessary to enhance the credit of related parties in e-commerce, optimize the credit environment of e-market, and strengthen the construction of e-commerce credit system. As an important analytical tool, game theory has strong explanatory power for decision-making and behavioral choices with mutual influence. Therefore, this dissertation mainly uses game theory to discuss the relationship between credit in e-commerce transactions The establishment of the game mechanism problem.