CAJ | 학술논문

网络市场中日益频繁的欺诈行为已经成为制约电子商务发展的主要障碍之一。文章把目前市场采用的诚信激励措施总结为信誉机制和担保机制两类。并分别通过建立模型分析了它们的作用机制及局限性。研究发现，交易方在信誉机制作用下存在保持诚信激励的临界点，即信誉机制对交易方的诚信行为具有弱激励作用；担保机制在参数设计满足一定条件下可以提供稳定的信任激励作用。最后对这两种策略的异同点进行了比较分析，并针对存在的问题指出今后的研究方向。
망락시장중일익빈번적기사행위이경성위제약전자상무발전적주요장애지일。문장파목전시장채용적성신격려조시총결위신예궤제화담보궤제량류。병분별통과건립모형분석료타문적작용궤제급국한성。연구발현，교역방재신예궤제작용하존재보지성신격려적림계점，즉신예궤제대교역방적성신행위구유약격려작용；담보궤제재삼수설계만족일정조건하가이제공은정적신임격려작용。최후대저량충책략적이동점진행료비교분석，병침대존재적문제지출금후적연구방향。
A growing number of frauds happening in E - market have hindered severely the development of E - Commerce. In the paper, the trust incentive strategies applied in online auction sites are classified into two types： reputation mechanism and insurance mechanism. Their functioning mechanism and limits in the online auction context are discussed by building economic models respectively. The results show that the reputation mechanism has weak incentive to the honest behavior of traders, and insurance mechanism can provide stable hon- est incentive, under some conditions, the stimulating effect are determined by the design of related parameters. Lastly, the two strategies are compared and analyzed about their similarities and differences, some future directions are suggested based on some existed problems.