文献类型：期刊文献

中文题名：基于博弈论的电子商务团购信任问题研究

英文题名：Research on Trust of Group-buying in E-commerce Based on Game-theory

作者：姚磊[1];李英[1];王凤杰[1]

机构：[1]华东理工大学商学院,上海200237

年份：2010

卷号：24

期号：3

起止页码：117

中文期刊名：华东经济管理

外文期刊名：East China Economic Management

收录：国家哲学社会科学学术期刊数据库;CSSCI:【CSSCI2010_2011】；

基金：国家自然科学基金项目(70871039)

语种：中文

中文关键词：电子商务;博弈论;信任;团购

外文关键词：e-commerce; game-theory; trust; group-buying

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.