CAJ | 학술논문

针对目前兴起的网络团购中所出现的欺诈问题,笔者从消费者羊群行为的角度,使用数学推导和数值仿真的方法,分析了欺诈形成的原因。指出单一提供已参与人数将造成信息不完全,并进而诱发消费者对团购的盲目信任和跟从,导致欺诈有机可乘。进一步地,提出应要求团购发起方提供已浏览人数作为参照指标,避免消费者过多受到他人参与行为的影响。同时,还提出了要求团购发起方申明消费者保障措施、增加消费者评价系统和缓解消费者时间压力等建议,为我国网络团购市场的健康发展提供参考。
침대목전흥기적망락단구중소출현적기사문제,필자종소비자양군행위적각도,사용수학추도화수치방진적방법,분석료기사형성적원인。지출단일제공이삼여인수장조성신식불완전,병진이유발소비자대단구적맹목신임화근종,도치기사유궤가승。진일보지,제출응요구단구발기방제공이류람인수작위삼조지표,피면소비자과다수도타인삼여행위적영향。동시,환제출료요구단구발기방신명소비자보장조시、증가소비자평개계통화완해소비자시간압력등건의,위아국망락단구시장적건강발전제공삼고。
Aiming at the fraud issues in the emerging on-line group-buying,by using mathematical derivation and simulation,the authors analyze the causes of fraud from the perspective of consumers＇ herd behavior.It is shown that only providing the number of participants will make the information incomplete and may induce the consumers＇ myopic trust and conformity,which leaves loophole for cheaters to exploit.Further,the total number of those who viewed the group-buying page is suggested that it is provided as a reference,which can prevent the consumers from being affected seriously by the others＇ participation.In addition,the authors also present some other suggestions such as declaring the supported measures of consumer protection,adding the consumers＇ comments and relieving the time pressure to consumers,all of which will provide reference for the benign development of China＇s on-line group-buying market.