下载后可任意编辑C 二 C 网上拍卖的信用体系与卖方激励12024 年 5 月 29 日C2C 网上拍卖的信用体系与卖方激励作者:南京大学商学院电子商务系 王非讨论领域:微观经济学 5 月下载后可任意编辑C2C 网上拍卖的信用体系与卖方激励内容提要:本文从网上拍卖信用体系的创立诚信交易环境的最终目标出发,在已有文献的基础上,得出了”能否激励交易者诚信行事”是信用体系是否有效的主要标准的结论。进而,着眼于网上拍卖的卖方,以 C2C 拍卖模式和英式拍卖方式为背景,在已有讨论成果的基础上,本文对信用体系对卖方的激励作用进行了比较系统的理论分析和解释。最后,在卖方激励的框架下,本文分析了有效的信用体系必须满足的条件,并据此对拍卖网站信用体系的改进提出了若干建议。关键词:网上拍卖 信用体系 卖方激励Reputation System and Seller Incentive in C2C Online AuctionAbstract: Given the ultimate objective, trust construction, of the reputation system in online auction, and based on previous literatures, this paper gets the conclusion that whether to inspire traders to do the 12024 年 5 月 29 日下载后可任意编辑business honestly or not is the key criterion of the reputation system efficiency. Furthermore, focusing on sellers, with English auction rule in C2C market, and based on previous research outcomes, this paper gives a theoretical analysis and explanation of the relationship between reputation system and seller incentive systematically. Finally, under the framework of seller incentive, this paper analyzes the conditions needed to be satisfied in an effective reputation system and gives some suggestion for the amelioration of the reputation system correspondingly.Key Words: Online Auction; Reputation System; Seller IncentiveC2C 网上拍卖的信用体系与卖方激励1一、引言拍卖作为一种交易方式,尽管已经有两千多年的历史,但网上拍卖的出现,还只是十年前的事情。从 1995 年 Onsale 和 eBay 的创立开始2,截至到 年底,全球成规模的拍卖网站已经超过 1000 家。1 感谢南京大学商学院电子商务系涂志玲老师...
