Research On The Network Trust Of The Cross-border E-commerce Import Market

With the development and rapid popularization of the Internet,cross-border e-commerce has been developing rapidly.Cross border e-commerce has brought great convenience to people's life,but there are also many problems in the transaction process of cross-border e-commerce.Because of the virtual nature of cross-border e-commerce,cross-border sellers often have more real information about goods than buyers,and they are in an information advantage position;however,buyers do not fully understand these information,and they are in an information disadvantage position.The information asymmetry of both sides will produce adverse selection problem,affect the trust of cross-border buyers to sellers,and thus affect the healthy development of cross-border e-commerce.Therefore,it is necessary to study the adverse selection of cross-border e-commerce market and the trust problems it brings.The second chapter combs the related literature of adverse selection and trust in cross-border e-commerce market.The third chapter analyzes the behavior of buyers and sellers in cross-border e-commerce market based on the adverse selection theory,and puts forward relevant suggestions according to the results of the game.In the fourth chapter,through the Tobin model empirical analysis of the relevant data collected by Taobao global shopping platform,this paper further studies the main factors that affect trust in cross-border e-commerce market.The fifth chapter summarizes all the previous analysis,including game theory analysis and empirical analysis,and puts forward some suggestions on how to reduce adverse selection and improve the trust of cross-border buyers to sellers.