【作者】 武福兰；

【导师】 金明路；

【作者基本信息】 浙江大学 ， 西方经济学， 2003， 硕士

【摘要】 随着电子商务的发展，消费者权益受侵害的现象日益增加，消费者权益保护问题更加突出，消费者对自身权益保护的低信任度已成为制约电子商务快速发展的瓶颈。本文在吸收国内外电子商务中消费者权益保护研究成果的基础上，从法和经济学的视野展开分析，应用信息不对称的有关理论对在电子商务中如何保护消费者权益的问题进行深入研究，并提出了相应的政策措施。本文的研究内容包括以下几个方面： 1．分析指出信息不对称是导致电子商务中消费者权益受侵害的重要原因，并通过建立完全信息静态博弈模型，深入地研究了电子商务中信息不对称加剧带来的严重的消费者权益保护问题。 2．从信息优势方经营者信号显示的角度研究如何减少电子商务中信息不对称的程度，通过建立信号传递博弈模型，深入地分析了在电子商务中如何保护消赞者的权益免受侵害，并据此提出了在电子商务可行的保护消费者权益的措施。 3．指出在电子商务中显性与隐性激励机制的存在，可以减少电子商务中经营者损害消费者利益的现象发生，并通过建立防范欺诈的激励模型和经营者声誉模型，分析说明显性与隐性激励机制在电子商务消费者权益保护中发挥着重要的作用，提出了在电子商务消费者权益保护中的显性与隐性激励措施。 4．指出加强监督有利于减少经营者和消费者之间的信息不对称，从而有利于保护消费者权益，通过运用最优监督机制模型说明在消费者选择的监督水平最优时，其权益得到了最好的保护，并指出在电子商务中保护消费者的权益应加强对经营者的监督，提出了在电子商务中加强监督的措施。 最后，总结本论文研究工作的主要结论，并对后续研究作了展望。更多还原

【Abstract】 With the development of e-commerce, the phenomenon of e-sellers cheating e-consumers increases, which causes a more serious problem of consumer rights and interests protection. Low trust in consumer rights and interests protection in e-commerce that consumers have, has restricted further development of e-commerce. In this dissertation, based on the survey of the present research situation and development trends at home and abroad of consumer rights and interests protection in e-commerce, from the view of law and economics, how to protect consumer rights and interests in e-commerce is profoundly studied with economic theories relevant to information asymmetry, meanwhile corresponding measures are proposed. The main work in the dissertation is arranged as follows:1.It is indicated that information asymmetry between e-sellers and e-consumers is an important reason for fraud in e-commerce. Through static games of complete information, severity of consumer rights and interests protection, caused by increased information asymmetry in e-commerce, has been profoundly discussed.2. How to reduce information asymmetry by signaling has been demonstrated. Through signaling games of incomplete information, the problem of consumer rights and interests protection in e-commerce is analyzed and countermeasures have been brought forward.3. It is pointed out that the existence of explicit and implicit incentive mechanism reduces the phenomenon of sellers impairing consumer rights and interests in e-commerce. Through establishing the incentive model of guarding against fraud and the reputation model of sellers, the important roles of explicit and implicit incentive mechanism for consumer rights and interests protection in e-commerce are illuminated. Explicit and implicit incentive measures have been put forward in order to protect consumer rights and interests.4. Monitoring on sellers can reduce information asymmetry, which is useful to protect consumer rights and interests. Through the theory about optimal mechanism of monitoring, it is expatiated lhat consumer rights and interests can be protected best when the level of monitoring on sellers is optimal. In e-commerce, monitoring on sellers should be strengthened in order to protect consumer rights and interests better. Suggestions on monitoring in e-commerce have been put forward.Finally, main results and conclusions of this dissertation have been summarized; the prospects and study emphases of the future research work have been discussed and forecast.更多还原