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本文就c2c交易中的两种主要的风险从经济学的角度分析了它们影响交易的程度,指出技术风险相对来说是一个外生变量,而交易过程风险则是内生变量。并据此提出要减少交易风险,建立c2c电子商务市场上参与方的信任关系,就要设立合理的诚信管理机制。其中阐明了第三方信任机构主导型诚信管理机制与参与者自我主导型管理机制各有优势,将二者结合起来才是最优的选择,并以我国c2c网站的诚信管理机制应用举例说明了诚信管理机制的运用。
In this paper, we analyze the two main risks in c2c transactions from the economic point of view of the extent of their impact on the transaction, pointed out that technology risk is relatively an exogenous variable, while the transaction process risk is endogenous variables. And accordingly proposed to reduce the transaction risk, the establishment of c2c e-commerce market participants trust relationship, it is necessary to establish a reasonable mechanism for the management of integrity. Which clarifies the advantages of the third party trust agency’s leading integrity management mechanism and participant self-dominant management mechanism. It is the best choice to combine the two together, and uses the example of the honesty management mechanism of c2c website in our country to illustrate the integrity Management mechanism.