摘要
电子市场中介实施控制可以有效地降低电子商务中的交易风险.在讨论客观风险、估计风险、交易者风险偏好及风险控制相互之间关系的基础上,设计了电子市场中介的交易风险控制机制,构建了控制水平选择的决策模型,讨论了模型最优解的存在性,进而分析了交易者平均风险偏好一定和变化情况下的最优控制策略.分析结果有助于电子市场中介的交易风险控制决策.
If cybermediaries support, manage and execute exchanges, transaction risk will be reduced efficiently in electronic commerce. Based on the relation among objective risk, expected risk, risk preference and risk control being discussed, the paper designs controlling mechanism of transaction risk, develops a control model for cybermediary, and proves the existence of the optimal solution. Finally, the paper analyzes the optimal controlling strategies for cybermediary under certain and variable mean risk preference of trade parties. The results are important, in order to the decision-making for cybermediary, in order to control transaction risk in electronic commerce.
出处
《管理科学学报》
CSSCI
北大核心
2005年第3期56-63,共8页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(70271030)
安徽省高校青年教师科研资助项目(2004jqw05).
关键词
电子商务
交易风险
电子市场中介
交易风险控制
transaction risk control
cybermediary
transaction risk
electronic commerce
