The Design of Intermediary Mechanism in E-Commerce Trust-Building and Solutions to Its Realization Condition

摘要

Trust risk has become one of the main barriers to online trading, and how to design an effective trust-building mechanism has become the key to the further development of e-commerce. According to e-commerce''s character of systematic trust and cause of risk, an online trading stage game model revolving intermediary organization is established, and corresponding optimal behavior chain is constructed; based on this, find solutions to the realization condition of optimal behavior chain, and disclose the relationship between parameters required by an effective intermediary mechanism in e-commerce trust-building. This study shows: the price of digital ID and fine coefficient to the fraud are two key parameters in the operation of intermediary mechanism; the condition for effective operation of intermediary mechanism is that the price of digital ID is less than or equal to the discount value of honest income expectation in each game stage, and the fine coefficient to the fraud is less than or equal to the ratio of expectation present value of honest income in each game stage to the maximum of average social interests.