| Commercial forms have been changed and traditional offline stores also have suffered the painful impact from the online shops,at the same time online shopping in virtual environment also suffer a new crisis during the process of expanding,it is the trust of confidence from the fake flooding.The essence of the development and evolution of the business model is to save the transaction cost and improve the efficiency of the transaction.O2 O business model,the seller and the buyer can sign the contract online by O2 O model,both the convenient information searching and instant feedback greatly enhance the user experience.In contrast with traditional model,O2 O model does realize the transaction cost savings.But the O2 O breaks the transaction into two stages,and prolong the exchange link,so more ambiguous sectors enter into the procedure.Because of these,the advantage of saving cost makes a big discount for O2 O model.In this paper,we treat every transaction process of O2 O mode as clues,dividing the whole transaction cost into search cost,contract cost and performance cost,then these three kinds of transaction costs are taken as the breakthrough point.In details,firstly,this paper describes and reveals the appearing problems of the transaction costs in the O2 O model by using the descriptive research method.Secondly,graphical language and the analysis method of game theory are used to build different model including searching cost curve,signal screening model,signaling game model,repeated game model graphics to deeply analyze the reasons of the transaction cost problems.Lastly,depending on the questions and reasons,this paper puts forward the corresponding policy recommendations relying on reputation mechanism,punishment mechanism,supervision mechanism and the third party authentication mechanism,to make the goal of optimizing the O2 O model further,saving more costs in O2 O model,and improving the efficiency of Chinese O2 O market transactions. |
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