Building Of The Credit Mechanism For E-business Enterprises Based On Game Analysis And Credit Intermediary

With human beings' entrance into information society, E-business has gradually become an essential part in economic activities. However, due to the lake of belief on mutual credit among stakeholders in E-commercial affairs, E-business did not bring about the expected profit, which consequently affected the scale and benefit of network trade and hindered the further development of E-business. Hence, for the sake of promoting the development of E-business, it is indispensable to explore effects of credit mechanism in E-commercial affairs, virtual market and so on.As the product of E-commercial theories and practice, E-business has its own specific basic scope. Through the detailed discussion on the specific basic scope of E-business and the establishment of its credit mechanism in virtual market, this research promotes the idea that E-business is the exchange of value and information between stakeholders in E-business through internet, while E-commercial credit is the degree of stakeholders'obeying contract in E-commercial affairs or virtual market.The basic feature of virtual market differs E-commercial affairs from those in traditional physical market and distinguishes network consumption behaviors from traditional ones. Therefore, based on the analysis of E-commercial affairs in virtual market and network consumption, this research constructs the factor model affecting network consumption, which is the foundation for the establishment of E-commercial credit mechanism. Meanwhile, on the basis of studies on the necessity of the location and existence of E-business, the business features of e-commercial enterprises and the complexity of establishment of its credit mechanism were also discussed in this research. It is proved that credit mechanism and virtual market play very important role in E-commercial activities.With this in mind, this research, from the point of game theory, was conducted to analyze the complexity of credit mechanism among stakeholders in E-commercial affairs and its relations to virtual market, credit intermediaries and network consumption. On virtue of the effects of the credit mechanism in E-business, game theory was employed in this research and more emphasis was put on analyzing trader and manger's effects and influence in E-commercial trade and the consequently formed credit mechanism in virtual market. In E-business and virtual market, three kinds of game forms: buyer-seller game, seller-seller game and trader-manager game were employed in studying the credit mechanism among stakeholders. Most important of all, the analysis of game theory in E-business provides the most effective instruction for decision makers in E-business.In addition, studies on E-business indicate that many E-commercial enterprises, in order to promote their sale, establish their credit through E-commercial intermediaries. Thus, on virtue of the significance of credit stamp in economic activities, the function, type and feature of credit stamp were discussed and the hypothesis of economic function of credit stamp was proposed in this research.At last, apart from the analysis of the establishment of E-commercial credit mechanism, in this research, typical investigations, reference research, and economic experiment were applied to investigate the present situations of E-commercial enterprises. Therefore, most important of all, it is expected that this research can bring about far-reaching significance for the later study on E-business both theoretically and practically.