Research On Transaction Risk And Governance Mechanism Under The C2C E-commerce Model

The C2 C e-commerce model develops rapidly in China,and plays a more important role in people's daily life.This kind of transaction mode not only makes the transaction parties carry out information exchange conveniently,but also saves the time of information searching for the transaction parties.At the same time,series of problems such as refund,commodity quality,delivery,network fraud,network fraud and other issues are emergence repeatedly,and the transaction subject is also facing many risks in the process of transaction.These transaction risks will affect the user's information and even cause the user to exit the transaction.Therefore,how to identify the risks in the process of transaction,develop a systematic understanding of C2 C trading risks,and adopt the reasonable way of governance is very important.In terms of the overall structure,apart from the introduction and conclusion,this paper is divided into four parts.The first part,introduces the general theory of transaction and governance mechanism and transaction matching from the perspective of transaction cost economics,and argues the influence of exogenous variables such as uncertainty and opportunism on matching.The second part discusses the C2 C e-commerce model and points out its particularity.This paper analyzes the C2 C transaction risk in detail,and express the opinion that the transaction risks can be divided into technical risk,buyer risk and seller risk.Moreover,the author finds out that the uncertainty,opportunism and technical problems of the C2 C transaction risk,lay the foundation of the risk management mechanism selection for subsequent transactions.Furthermore,it summarizes the characteristics and impacts of the C2 C transaction risk.The third part addresses that the governance mechanism of C2 C transaction risk is trilateral governance.It makes a preliminary judgment on the three modes of market governance: government legal supervision,social public organization supervision,and the alliance of transaction subject autonomy.The author disputes that it is difficult to obtain evidence for government legal supervision.There is a certain lag.The social public organization lacks independence and initiative,and user alliance mode is limited to the weak correlation and weak specialization of transaction subject.According to Williamson's matching theory,it is not enough to rely only on market governance.We should focus on the particularity of the C2 C e-commerce model,adopt trilateral governance,and set up a third-party platform for supervision.As a special component of three-party governance,the platform is necessary and condition for C2 C transaction risk governance.Meanwhile,this paper analyzes the governance model of the C2 C platform based on uncertainty,opportunism and technical issues,and demonstrate the effectiveness of tripartite governance with incomplete static game and evolutionary game.The fourth part makes an empirical analysis on the governance of C2 C transaction risk,taking Taobao as an example.It deconstructs the governance system of the transaction risk of Taobao.The author addresses that the governance of Taobao mainly includes four aspects: risk monitoring and real-time interception are formed by technical processing,precise classification and risk expectation are formed by information transmission,strict behavior supervision is formed by rule mechanism,and effective risk dispersion is formed by platform combination.