Study on Governance Mechanism of the Value Network in C2C Model

摘要

Under the circumstances of electronic commerce, remarkable features are coming into appearance,such as increasing uncertainty,rapid-changing operation model,large number of participants and the subject relationships which are getting more and more complex. Traditional theory of value chain can hardly adapt to the reality of Internet development. However,from the perspective of value network,we can better understand the complex relationships among subjects in network economics. This paper focuses on the governance mechanism of C2C value network, expounds the features of value network then researches on the aspects of trust,macro-culture, union sanction,coordination,incentives and rights protection. Finally,we validate the effects of network governance mechanism through empirical researches. {Support by "the Fundamental Research Funds for the Central Universities",NKZXB10098)