The Study On The Forming Mechanism Of Online Shopping Rebate Ecological Chain Based On Benefit Allocation

In recent years, the cashback websites that profit by the mode of online shopping rebate have been developed rapidly in our country and have a place in the e-commerce market, which has extensively caught the attention of the society and scholars. Under the e-commerce ecological environment, the mode of online shopping rebate promoted the production of a new chain-styled relation between product supplier, cashback website, consumer and other concerned individuals,which is called Online Shopping Rebate Ecological Chain, while benefit sharing is the primary cause that keeps the relation on.For this, from the perspective, of benefit allocation, the study on the forming mechanism of online shopping rebate ecological chain will be instructive to the long-term development of cashback websites. The main research work of this thesis can be summarized as follows:Firstly, this thesis defines the concept of rebate ecological chain and builds corresponding model. Based on relevant theories, this thesis defines the concept of online shopping rebate ecological chain and analyzes its structure and type; This thesis introduces theories of benefit allocation, elaborates the subject and object of the benefit allocation in this ecological chain and builds online shopping rebate ecological chain model based on benefit allocation.Secondly, this thesis studies the formation cause of online shopping rebate ecological chain. Combined with the existed research, this thesis divides the formation cause of online shopping rebate ecological chain into two types: basic reasons and economic reasons, then makes quantitative analysis of economic reason based on transaction cost theory.Thirdly, this thesis studies the benefit allocation mechanism of online shopping rebate ecological chain. This thesis simplifies the online shopping rebate ecological chain model, analyzes interest distribution process among the subjects that participate in interest distribution of online shopping rebate ecological chain, designs interest distribution contract, explains reasons for the existence of opportunism behavior when there is a interest distribution contract.Fourthly, the thesis studies the forming process of online shopping rebate ecological chain and divides it into two stages:the rebate subject seeking cooperation and developing cooperation. This thesis analyzes the subject’s attitude to the cooperation in different stages using the idea of game decision and introduces corresponding punishment mechanism to maintain the sustained and stable moving of online shopping rebate ecological chain. This thesis makes a simple empirical analysis on the result of game among rebate-subjects.