【摘要】 运用流通经济学、网络营销和博弈论以及信息经济学,从电子商务中的商流和信息流的角度对BtoC电子商务交易的风险来源进行了理论模型分析和定性定量研究,分析了促成风险的因素和形成过程,认为电子商务必然带来风险。并在之后就如何控制和减少风险从产品策略,价格策略,C的制度安排,消费者以及政府职能安排等方面提出了建议。更多还原

【Abstract】 The authors analyze the source of the risk of trade in electronic business by using the knowledge of the trade economy,informational equilibrium and game theory through models and the study of quantity or quality with the trade and information channel,and thought that the B to C electronic business brings about not only many advantages but also much risk for the trade.At last,some advises are given on how to avoid the risk of electronic commerce from product strategy,price strategy,arrangement of ’C’and the arrangemnet of functions of customers and the government.更多还原