Study On Network Transaction Trust Missing Models

The Internet has realized the leaping type of development since it logged in China nearly twenty years ago and made China become the fastest growing Internet users country, which Internet users can enjoy the rich and colorful network information resources. The rapid development of the Internet has a great effect on our country's economic, political and cultural fields, and the related problems also bedfellows. Because of the character of network virtual, which leads to the emerging of Internet fraud, junk mail, malicious software problems in endlessly. Because of the quality of information uncertainty, transaction object uncertainty, the means of exchange uncertainty, commercial credit uncertainty and so on which made the problem of network fraud transactions and crime more outstanding. So, network environment, especially the network trade environment faced in the general lack of trust, and the network trade trust should be ascended into an urgent problem to be solved.The influence of the lack of trust in network trade including various factors------the cause of the network itself, and the network operation and existing external environment which mainly reflects in three aspects of moral, legal system and information. This thesis mainly based on the influence factors of information level, the solution from the point of view of information asymmetry, and the existing network transactions based on the achievement of trust, combined with the game theory, to construct the network trade incomplete information static game model, KMRW reputation model, the signal transduction model and the principal-agent model, and draw some valuable conclusions, and put forward to the reduction of the network environment information asymmetry, reducing risks, and the policy suggesting of enhancing the network trade trust.First of all, in chapter1, this thesis analyzes the research background, significance and purpose and the research status in the field of network trade trust at home and abroad. And then the second chapter based on previous study reviews summarizes the essence of trust, definition and development history, and analyzed the factors of the online buyer, the seller the network regulators and the third party that influence the intranet trust. And this part introduces the theory model, and the entity model under the network trading environment which influence the network trading.Then, this thesis analyzed the information asymmetry and adverse selection problem in the network trade with the game theory, and take C2C network transactions for example to point out that in the condition of network trade information asymmetry, no matter how buyers and sellers of the cognitive degree is, the network trade adverse selection will exist. This article separately from the main network transactions which involve four aspects—network (buyers, sellers) and environment (regulators and the third party intermediary) to construct the game model and study the ways how to reduce the information asymmetry and improve network trust, and conclude a lot of valuable policies and suggestions.Finally, this thesis give out the summary and the prospect of research, mainly including the theoretical innovation and practice significance as well as the limitations of the study and future research direction, and puts forward to the research of network trade trust should study further that supported by experience and the information level system should be extended to the moral level and legal system level...