Research On Trust Mechanism Under Cross-border E-business

As an important part of e-commerce,cross border e-commerce has been experience an explosive growth,the size of the transaction continues to expand,the transaction mode continuous innovation in recent years.Meanwhile,with the rapid development of cross-border E-commerce,cross-border E-commerce trust crisis has caused a great harm to the development of the market,which seriously restricted the development of cross-border E-commerce.Therefore,it is important to explore the root and the effective trading trust system to promote the development of cross-border E-commerce.Cross border e-commerce trust mechanism is the product of the theory and practice of cross-border e-commerce,it is the security mechanism of the value and information exchange between the different countries or regions in the interests of the main body through the network and electronic communication technology.The basic characteristics of the cross-border e-commerce market are different from the traditional entity market,which makes the factors become more complex.On the basis of analyzing the characteristics of the business activities and the characteristics of online transactions,this paper summarizes four important participants in the cross-border E-commerce.This is the basis for the study of the trust mechanism in the cross-border E-commerce enterprises.From the perspective of economics,this paper discusses the mechanism of trust in cross-border E-commerce transactions by using game theory,the basic content is to analyze the role and influence of the main body,such as traders and managers in cross-border E-commerce transactions.Finally,in the fifth chapter we discusses four Game: the game of buyers and sellers,only third parties of the game,only the government to participate in the game,third party trust intermediary and the government to participate in the game,to provide theoretical guidance for the optimal decision-making of the game.After the analysis of four trust mechanism,we believe that the participation of government and third-party intermediaries can effectively improve the cross-border e-commerce trust relationship between market traders.The government should strengthen legislation to adapt to the rapid development of cross-border e-commerce market.Mutual cooperation between governments,mutual cooperation between the Government and third-party organizations can improve market efficiency.