| BtoC电子商务中信息不对称的博弈分析 |
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| 引用本文： | 徐晓璇. BtoC电子商务中信息不对称的博弈分析[J]. 南京工程学院学报(自然科学版), 2008, 6(1): 58-62 |
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| 作者姓名： | 徐晓璇 |
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| 作者单位： | 东南大学成贤学院经济管理系,江苏,南京,210088 |
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| 摘 要： | 在BtoC电子商务交易模式下，经营者和消费者的信息不对称现象较为严重，这大大降低了网络交易的效率．经营者向消费者传递虚假信息是导致电子商务信息不对称的重要原因．采用信号传递博弈模型对电子商务中经营者信息传递的真实性进行分析，并对减少信息不对称提出对策．
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| 关 键 词： | 电子商务 信息不对称 信号博弈 |
| 文章编号： | 1672-2558(2008)01-0058-05 |
| 修稿时间： | 2007-07-13 |
A Game-theoretic Analysis of Information Asymmetry in BtoC Electric Commerce |
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| XU Xiao-xuan. A Game-theoretic Analysis of Information Asymmetry in BtoC Electric Commerce[J]. Journal of Nanjing Institute of Technology :Natural Science Edition, 2008, 6(1): 58-62 |
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| Authors: | XU Xiao-xuan |
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| Affiliation: | XU Xiao-xuan(Dept.of Economy , Management,Chengxian College of Southeast University,Nanjing 210088,China) |
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| Abstract: | The information asymmetry between operators and consumers in the mode of business to consumer(BtoC) electric commerce results in the low efficiency of internet trading.Transmission of false information from traders to consumers constitutes one of the principal causes for the asymmetry.By employing the model of signaling games,the authenticity of information transferred from traders was analyzed,and some effective countermeasure s were thus introduced. |
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| Keywords: | electronic commence information asymmetry signaling games |
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