C2C电子商务的在线争端解决机制的构建与研究
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摘要
在C2C电子商务市场中,由于信息不对称问题的存在,造成买家对卖家商品质量的不确定性,使得在交易过程中对商品质量可能会产生争端。而随着电子商务的发展,交易双方对商品质量产生的争端越来越多,电子商务自身的特征,如商品价格低、地域不同、空间不一,使传统的解决方式很难应用到这种争端的解决上,因此就需要考虑建立一种新的更加快捷方便有效的方式解决C2C电子商务上的争端。
本文首先介绍了电子商务不对称性的定义及现有的解决方法,以及ODR和博弈的相关概念。构建基于C2C电子商务的在线争端解决(ODR)机制,并分析ODR服务的运作流程和加入ODR机制后的电子商务交易的多阶段模型,同时提出相关问题。然后以参与交易的用户选择行动的效用最大化为原则,基于多阶段模型,分析不同阶段交易双方的行动策略。交易后的在线争端解决阶段,买家和卖家所进行的策略选择是完全信息动态博弈,使用逆向归纳法分析这一阶段双方的选择,得到有效的争端解决存在时卖家支付赔偿金的范围,解决赔偿金问题。然后分析研究卖家选择接受在线争端解决方式的条件,确定卖家接受ODR机制的条件。最后本文总结了工作内容和本论文的不足之处,并提出在C2C电子商务上建立ODR机制的进一步研究方向。
In the C2C e-commerce market, because of the existence of asymmetric information, buyers can not better distinguish between accuracy of the information about sellers' goods, so it is uncertainty that buyers know the quality of the sellers' goods, and in the transaction process,it may be will generate disputed on the quality of the goods. With the development of electronic commerce, transactions both on the quality of goods disputes are arising more and more, and because of the e-commerce features of its own, such as commodity prices lower, regional difference, space difference, it is very difficult to apply the traditional solution to this dispute resolution. So it need to consider establishing a more efficient and convenient and effective new way, to solve the disputes on C2C e-commerce.
This paper first introduced the definition and the existing available solutions of asymmetry of e-commerce, and the concepts of the ODR and Game. Based on C2C E-commerce, it constructed the online dispute resolution (ODR) mechanism, and analyzed the process of the operation of ODR services and the multi-stage model of e-commerce transactions after joining the ODR mechanism, and raised the related questions. And then according to the principle of the maximize the effectiveness of the users' action involved in the transaction, based on the multi-stage model, it analyzed the actions strategies of both sides in different stages of trade. In dispute resolution phase after trading, the choice of buyers and sellers on dispute resolution is the static games of complete information. We can get the scope of compensation paid by seller when effective dispute resolution exist, using Inverse Regression to analyze the choice of both parties in this phase. It also analyzes conditions of accepting online dispute resolution for the seller, determines the conditions of the seller to accept ODR mechanism. Finally, the paper summarizes the work contents and shortcomings of this paper, and proposes the further research of establishing ODR mechanism in the C2C e-commerce.
本文首先介绍了电子商务不对称性的定义及现有的解决方法,以及ODR和博弈的相关概念。构建基于C2C电子商务的在线争端解决(ODR)机制,并分析ODR服务的运作流程和加入ODR机制后的电子商务交易的多阶段模型,同时提出相关问题。然后以参与交易的用户选择行动的效用最大化为原则,基于多阶段模型,分析不同阶段交易双方的行动策略。交易后的在线争端解决阶段,买家和卖家所进行的策略选择是完全信息动态博弈,使用逆向归纳法分析这一阶段双方的选择,得到有效的争端解决存在时卖家支付赔偿金的范围,解决赔偿金问题。然后分析研究卖家选择接受在线争端解决方式的条件,确定卖家接受ODR机制的条件。最后本文总结了工作内容和本论文的不足之处,并提出在C2C电子商务上建立ODR机制的进一步研究方向。
In the C2C e-commerce market, because of the existence of asymmetric information, buyers can not better distinguish between accuracy of the information about sellers' goods, so it is uncertainty that buyers know the quality of the sellers' goods, and in the transaction process,it may be will generate disputed on the quality of the goods. With the development of electronic commerce, transactions both on the quality of goods disputes are arising more and more, and because of the e-commerce features of its own, such as commodity prices lower, regional difference, space difference, it is very difficult to apply the traditional solution to this dispute resolution. So it need to consider establishing a more efficient and convenient and effective new way, to solve the disputes on C2C e-commerce.
This paper first introduced the definition and the existing available solutions of asymmetry of e-commerce, and the concepts of the ODR and Game. Based on C2C E-commerce, it constructed the online dispute resolution (ODR) mechanism, and analyzed the process of the operation of ODR services and the multi-stage model of e-commerce transactions after joining the ODR mechanism, and raised the related questions. And then according to the principle of the maximize the effectiveness of the users' action involved in the transaction, based on the multi-stage model, it analyzed the actions strategies of both sides in different stages of trade. In dispute resolution phase after trading, the choice of buyers and sellers on dispute resolution is the static games of complete information. We can get the scope of compensation paid by seller when effective dispute resolution exist, using Inverse Regression to analyze the choice of both parties in this phase. It also analyzes conditions of accepting online dispute resolution for the seller, determines the conditions of the seller to accept ODR mechanism. Finally, the paper summarizes the work contents and shortcomings of this paper, and proposes the further research of establishing ODR mechanism in the C2C e-commerce.
引文
[1]Krauter.S.G,Kaluscha.E.A.Empirical research in online trust：a review andcritical assessmen[J]. Internation Journal of Human-computer studies,2003,(58): 783-812
[2]Efraim Turban编,王理平,张小峰译.电子商务——管理新视野(第二版)[M].北京：电子工业出版社,2002
[3]田博,覃正.B2C电子商务中的信任系统分析[J].情报杂志,2008,27(1)：113-115
[4]邓艳华.C2C网站电子商务信任的建立措施[J].商场现代化,2008,(18)：154-155
[5]徐晓璇.BtoC电子商务中信息不对称的博弈分析[J].南京工程学院院报,2008,6(1)：58-62
[6]张宝友.电子商务与信息不对称研究[J].北京经济,2005,(10)：33-34
[7]Allan Afuah, Christopher L.Tucci著,李明志等译,电子商务教程与案例：互联网商务模式及战略(第二版)[M].北京：清华大学出版社,2005
[8]陆弘彦.C2C网络零售市场中的信息不对称分析[J].商场现代化,2007,(07)：258-259
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[11]张福生.电子商务市场中“信息不对称性”问题的模型分析及解决[J].商场现代化,2007,(4)：76-77
[12]蔡建,张渊.浅析电子商务市场中的信息不对称[J].江苏商论,2006(4)：66-67
[13]王东,杨晓光.信息不对称对我国电子商务发展的影响[J].农业与技术,2008,28(3)：119-124
[14]杨敏.电子商务中的信息不对称研究[J].甘肃科技,2009,25(9)：69-71
[15]何娟.浅析B2C电子商务中的信息不对称问题[J].经营管理者,2009,(11)：328
[16]许永兵.信息不对称与电子商务的发展[J].中国流通经济。2004,18(1)：32-34
[17]宋暖,肖旭.B2C电子商务中信息不对称问题研究[J].现代经济,2008,88(5)：42-43
[18]刘策.信用中介在电子商务市场中的作用[J].电子商务,2007,(12)：19-21
[19]Jinke,wu Qing mei Ta.Credit Rationing in Medium--small Enterprises Credit Market under Asymmetric Information[J].Chinese Business Review,2005 (9):39-43
[20]Claro V.Parlade.Online Dispute Resolution and Quality of Justice
[21]吴热生.B2C电子商务交易纠纷解决机制研究[D].安徽大学,2006
[22]Colin Rule, Larry Friedberg. The appropriate role of dispute resolution in building trust online[J]. Artificial Intelligence and Law,2006,(2):193-205
[23]Douglas Walton,David M.Godden. Persuasion dialogue in online dispute resolution[J]. Artificial Intelligence and Law,2005,13(2):273-295
[24]Ethan Katsh and Janet Rifkin. Online Dispute Resolution,Resolving Conflicts in Cyberspace[M]. Jossey-Bass,San Francisco,2001
[25]loan Alfred Letia and Adrian Groza. Exploiting Rough Argumentation in an Online Dispute Resolution Mediator[J]. Springer Berlin/Heidelberg,2007: 679-706
[26]William Krase. Do You Want to Step Outside? An Overview of Online Alternative Dispute Resolution[M]. The John Marshall Journal of Computer & Information Law,2001
[27]徐继强.在线纠纷解决机制(ODR)的兴起与我国的应对[J].甘肃政法学院院报,2001,59(12)：34-38
[28]王辛.论B2C电子商务模式下的ODR的构建[J].美中法律评论,2006,20(7)：75-81
[39]高兰英.在线争端解决机制的产生、现状与未来[J].社会科学家,2008,129(1)：88-90
[30]马远俊.ADR与ODR之比较——兼论电子商务争端在网络环境下的解决方式[J].商场现代化,2008,(6)：173-174
[31]武化岩.发展在线争端解决机制促进我国电子商务健康发展[J].商业现代化,2006,(03)：107-108
[32]郑远民,蒋顺华.浅议在线纠纷解决机制(ODR)[J].湖南财经高等专科学校学报,2004,20(2)：65-67
[33]李虎.网上仲裁法律问题研究[M].北京：中国民主法治出版社,2005：17-19
[34]袁苇.网上仲裁法律问题研究[D].华东政法大学,2007
[35]中国国际经济贸易仲裁委员会域名争端解决中心.2009年度网上争端解决中心主任会议在京召开.http://dndrc.cietac.org/cietac.jsp
[36]阿拉木斯,周群.网上争端网上解决：浅议在线争端解决机制[J].网上俱乐部：电脑安全专家。2005,(1)：42-43
[37]陈世华.电子商务环境下企业行为的博弈分析[J].集团经济研究,2005,173(3)：145-146
[38]范如国,韩民春.博弈论[M].武汉：武汉大学出版社,2006
[39]胡冬梅.电子商务交易信用安全的博弈分析[J].电子商务,2008,(12)：54-58
[40]张维迎.博弈论与信息经济学[M].上海人民出版社,2004
[41]Drew Fudenberg and Jean Tirole著,黄涛,郭凯等译.博弈论[M].中国人民出版社,2002
[42]谢识予.经济博弈论(第二版).复旦大学,2002
[43]肖永平,谢新胜.ODR：解决电子商务争端的新模式[J].中国法学,2003(6)：146-157
[2]Efraim Turban编,王理平,张小峰译.电子商务——管理新视野(第二版)[M].北京：电子工业出版社,2002
[3]田博,覃正.B2C电子商务中的信任系统分析[J].情报杂志,2008,27(1)：113-115
[4]邓艳华.C2C网站电子商务信任的建立措施[J].商场现代化,2008,(18)：154-155
[5]徐晓璇.BtoC电子商务中信息不对称的博弈分析[J].南京工程学院院报,2008,6(1)：58-62
[6]张宝友.电子商务与信息不对称研究[J].北京经济,2005,(10)：33-34
[7]Allan Afuah, Christopher L.Tucci著,李明志等译,电子商务教程与案例：互联网商务模式及战略(第二版)[M].北京：清华大学出版社,2005
[8]陆弘彦.C2C网络零售市场中的信息不对称分析[J].商场现代化,2007,(07)：258-259
[9]张莺莺,袁红.B2C电子商务模式下的信息不对称问题研究[J].2008,(08)：58-63
[10]肖开锋,王明明.B2C电子商务的信息不对称问题分析[J].商业时代,2007(22)：76-77
[11]张福生.电子商务市场中“信息不对称性”问题的模型分析及解决[J].商场现代化,2007,(4)：76-77
[12]蔡建,张渊.浅析电子商务市场中的信息不对称[J].江苏商论,2006(4)：66-67
[13]王东,杨晓光.信息不对称对我国电子商务发展的影响[J].农业与技术,2008,28(3)：119-124
[14]杨敏.电子商务中的信息不对称研究[J].甘肃科技,2009,25(9)：69-71
[15]何娟.浅析B2C电子商务中的信息不对称问题[J].经营管理者,2009,(11)：328
[16]许永兵.信息不对称与电子商务的发展[J].中国流通经济。2004,18(1)：32-34
[17]宋暖,肖旭.B2C电子商务中信息不对称问题研究[J].现代经济,2008,88(5)：42-43
[18]刘策.信用中介在电子商务市场中的作用[J].电子商务,2007,(12)：19-21
[19]Jinke,wu Qing mei Ta.Credit Rationing in Medium--small Enterprises Credit Market under Asymmetric Information[J].Chinese Business Review,2005 (9):39-43
[20]Claro V.Parlade.Online Dispute Resolution and Quality of Justice
[21]吴热生.B2C电子商务交易纠纷解决机制研究[D].安徽大学,2006
[22]Colin Rule, Larry Friedberg. The appropriate role of dispute resolution in building trust online[J]. Artificial Intelligence and Law,2006,(2):193-205
[23]Douglas Walton,David M.Godden. Persuasion dialogue in online dispute resolution[J]. Artificial Intelligence and Law,2005,13(2):273-295
[24]Ethan Katsh and Janet Rifkin. Online Dispute Resolution,Resolving Conflicts in Cyberspace[M]. Jossey-Bass,San Francisco,2001
[25]loan Alfred Letia and Adrian Groza. Exploiting Rough Argumentation in an Online Dispute Resolution Mediator[J]. Springer Berlin/Heidelberg,2007: 679-706
[26]William Krase. Do You Want to Step Outside? An Overview of Online Alternative Dispute Resolution[M]. The John Marshall Journal of Computer & Information Law,2001
[27]徐继强.在线纠纷解决机制(ODR)的兴起与我国的应对[J].甘肃政法学院院报,2001,59(12)：34-38
[28]王辛.论B2C电子商务模式下的ODR的构建[J].美中法律评论,2006,20(7)：75-81
[39]高兰英.在线争端解决机制的产生、现状与未来[J].社会科学家,2008,129(1)：88-90
[30]马远俊.ADR与ODR之比较——兼论电子商务争端在网络环境下的解决方式[J].商场现代化,2008,(6)：173-174
[31]武化岩.发展在线争端解决机制促进我国电子商务健康发展[J].商业现代化,2006,(03)：107-108
[32]郑远民,蒋顺华.浅议在线纠纷解决机制(ODR)[J].湖南财经高等专科学校学报,2004,20(2)：65-67
[33]李虎.网上仲裁法律问题研究[M].北京：中国民主法治出版社,2005：17-19
[34]袁苇.网上仲裁法律问题研究[D].华东政法大学,2007
[35]中国国际经济贸易仲裁委员会域名争端解决中心.2009年度网上争端解决中心主任会议在京召开.http://dndrc.cietac.org/cietac.jsp
[36]阿拉木斯,周群.网上争端网上解决：浅议在线争端解决机制[J].网上俱乐部：电脑安全专家。2005,(1)：42-43
[37]陈世华.电子商务环境下企业行为的博弈分析[J].集团经济研究,2005,173(3)：145-146
[38]范如国,韩民春.博弈论[M].武汉：武汉大学出版社,2006
[39]胡冬梅.电子商务交易信用安全的博弈分析[J].电子商务,2008,(12)：54-58
[40]张维迎.博弈论与信息经济学[M].上海人民出版社,2004
[41]Drew Fudenberg and Jean Tirole著,黄涛,郭凯等译.博弈论[M].中国人民出版社,2002
[42]谢识予.经济博弈论(第二版).复旦大学,2002
[43]肖永平,谢新胜.ODR：解决电子商务争端的新模式[J].中国法学,2003(6)：146-157