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中文摘要：
首次电子商务交易中,卖方对买方的购买诚意、支付能力等不完全信任,这将会降低交易渠道效率。针对该问题,首先分析了卖方不完全信任对首次交易的影响,进而在不改变卖方信任度下,构建了卖方不完全信任下的预付款激励机制,分析了预付款激励对交易数量、价格、双方利润的影响,研究表明预付款的增加能提高交易数量,降低交易价格,使得交易双方利润都增加。
英文摘要：
In the first-time transaction under e-commerce, the seller has incomplete trust of buyer in such aspects as purchase sincerity and the ability to pay, which caused low efficiency of transaction channel. Focused on this problem, first, we analyzed the effect of the seller incomplete trust on the first-time transaction. Then, with no change of the trust degree of the seller, the down-payment incen- tive mechanism was established based on seller incomplete trust i And then, the impacts of down-pay- ment incentive to the transaction quantity, price and parties profits were analyzed. The conclusions imply that the increase of down-payment is able to increase transaction volume, to decrease transaction price and to make both parties profits increase effectively.
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