Research On The Credit Mechanism Under E-commerce Environment

Since twenty-first Century, Internet technology making tremendous progess,which result in the change of network platform,especially with the depress of the network cost, network infrastructure construction is accelerated ceaselessly, and the electronic commerce development speed has been greatly improved. Meanwhile,the widely existing credit risk make great huge to the health of the development of E-commerce,and has gradually become the constraints of China's e-commerce development bottleneck.Therefore, how to find out an effective electronic commerce credit supervision system, which can not only maintaining the integrity, justice, harmonious network environment, but also can protect the electronic commerce, become a test for the wisdom of government and academia.The research object of the thesis is commerce credit system under the environment of E-commerce.Based on the game theory, information asymmetry theory et.al,we make great analysis on the economic features and credit behavior of e-commerce,along with the research foundation of "micro"and "macro"literatures,we construt the credit mechanism model under the e-commerce condition, making the analysis using game theory and empirical analysis to prove the model.To sum up,we put forward the strategies of how to construting the credit mechanism.Firstly, we view the credit mechanism proposed in this paper as an economic system. Credit mechanism is not only a relatively stable rules of conduct which formed on the basis of main body's long-term interaction, but also the social system of a human relationship between the interests of institutional arrangements, consisting of formal rules and informal rules.Secondly,aimed at resolving the information asymmetry and government regulation,we use the game theory to analyze the corresponding bodies of the credit mechanism under the environment of e-commerce.we put forward two main forms of governance:"bottom-up" and "top-down" form, i.e."self regulation" and "government-driven" system.We propose four types of credit mechanism with a view to the credit mechanism model under the condition of e-commerce. On the one hand,we make an empirical study using the questionnaire method, to construct a constructing a structural equation model of the mechanism of third-party credit agency.The empirical results show that, in addition to real-name authentication on the site the role of trust does not pass validation, the original hypothesis have been validated:the effectiveness of the feedback mechanism of credit transactions subject to the trust in e-commerce sites have a positive impact; third-party payment the effectiveness of the main tools of the transaction trust on e-commerce sites have a positive impact; the effectiveness of communication and interaction mechanisms of the transaction the subject of trust in e-commerce sites have a positive impact; trust in e-commerce website platform final of the main trading have a positive impact on purchase intentions. On the other hand, we use game theory analyze the four different methods of how to coordinate e-commerce credit disputes between the e-commerce business and consumer credit disputes between the problems of the specification and compare their operating efficiency. The results confirmed that social net income reached the highest level and the sustainable cooperation balance under the government co-operation with third-party credit agency credit mechanism of e-commerce.Finally, based on the analysis of the status of e-commerce credit management and the foregoing findings, we put forward "four in one" institutionalized path to build and improve our e-commerce credit mechanism.The innovative work of the thesis are as following:first, we view the credit system as a system to form,and grasp the nature of the problem of the lack of credit from the perspective of institution. Second, the thesis expand the research extension of credit theory,credit mechanism to the e-commerce business. Currently, the research of credit under the condition of e-business focused on "micro" and "macro" field. The credit problems related to e-commerce "micro" research results are more scattered, not systematic and in-depth, often involving only one aspect of e-commerce credit or a dimension.Meanwhile,the majority of domestic and international research is more isolated. Third, based on the combining of characteristics of e-business credit, credit theory, credit mode,using the modeling methods, we build the the credit mechanism model under the condition of e-commerce. We analyze the nature of the main body of the e-commerce transactions, trading, transaction process of theoretical abstraction,and establish the business prototype. And we make a deep analysis of the credit of the various elements of e-commerce transaction process. Meanwhile, we form game model to confirm the mechanism of credit agency and credit regulation form the perspective of "bottom-up" and "top-down".